The Influence of Color Nomenclatures on Preferences towards Colors

Abstract

In today’s market the appearances of products are important factors influencing consumers’ purchase decision; and generally speaking colors have a greater impact on people’s feeling than forms do Apart from appearances product names are also important Many merchandise nowadays are named by special nomenclatures to draw customers’ attention replacing common names with fancier ones According to above phenomena this research focused on whether people differ their preference towards a same product color while it is named differently Color nomenclatures in this paper followed Miller and Kahn’s classification (2005): “Common Descriptive (typical and specific) ” “Unexpected Descriptive (atypical but specific) ” “Ambiguous (atypical and abstract)” and “Common (typical but abstract) ” From the results of three-way ANOVA analysis conclusions are listed as follows: (1) Common Descriptive is the most popular nomenclature; (2) colors matched with Common Descriptive names are the most popular pairs; (3) Common Descriptive raised preference value the most; Ambiguous raised preference value the least; and (4) Ambiguous and Unexpected Descriptive made the greatest impact on color preference; Common made the least impact on color preference From above results the expected contribution of this research is to provide a new standard of naming product colors to trigger consumers’ interest into product colors and further boost their purchase intention

Date of Award	2016 Aug 24
Original language	English
Supervisor	Chun-Heng Ho (Supervisor)