Abstract
This study aimed to analyze the effects of color preferences and personality traits on peoples’ product selection, particularly choosing other colors over one’s favorite color. The results showed that the desire to purchase products in favorite colors depended on the product category and the favorite color. Despite the evaluations of favorite colors being high, the desire to purchase products in them is low in case of expensive products and in cases where bright colors such as blue and green are preferred. Contrarily, people who favorited black or white, in most cases displayed an increased desire to purchase products in these colors as these are considered safe colors for expensive products that are difficult to replace. In terms of personality, for the extraverted and emotional group, the influence of the product category on the color selection seemed to be relatively less as compared to the delicate and shy group, as well as the cautious and forward-thinking group. Hence consumer preferences may not always be directly reflected in their behavior.
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Takahashi, N., Hamada, Y., Shoji, H. (2022). When Do People Purchase a Product of Color Which They Do Not Like?. In: Rauterberg, M., Fui-Hoon Nah, F., Siau, K., Krömker, H., Wei, J., Salvendy, G. (eds) HCI International 2022 – Late Breaking Papers: HCI for Today's Community and Economy. HCII 2022. Lecture Notes in Computer Science, vol 13520. Springer, Cham. https://doi.org/10.1007/978-3-031-18158-0_17
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