The Effects of Color When Purchasing Chocolate
Colors are influential as each color is believed to evoke specific emotions and feelings. Research has shown that males and females like the color blue. This study measured the impact of color on decisions to purchase chocolate bars. It was expected that participants would select the blue wrapped chocolate bar more frequently. Students from NCU (n = 31) completed a questionnaire rating quality and attractiveness of chocolate bars in colored wrappers. The result showed that brown was the preferred color wrapper. Understanding the effect of color perception on decision making is important for marketing.
PSY 350
Nani Skaggs
Banquet Room
1 – 3 PM