Is There More to Color than What Meets the Eye? Exploring Product-Color Congurence and Incongurence Effect on Product Attitude, Willingness to Buy, and Gift-Giving in the Context of Young Danish Consumers

Abstrakt

Purpose: This thesis aims to explore the effect product-color congruence and incongruence have on product attitude, willingness to buy, and gift-giving in the context of young Danish consumers. Methodology: A quantitative method with a deductive approach conducted through selfcompleted questionnaires. One pretest and one questionnaire were conducted, both of quantitative nature. Data was gathered through online questionnaires with a total of 219 answers. The data was well suited for factor analysis since it fulfilled the assumptions of normality. Hypotheses were tested with linear regression by using SPSS Statistics. Findings: Product-color congruence and incongruence positively affect product attitude, willingness to buy, and gift-giving. Moderation of hedonism and utilitarianism does not hold when tested on young Danish consumers. These results extend existing theories. Originality: This study contributes to the novel research line of “visual cues on package goods” and how product-color congruence and incongruence positively affect product attitude, willingness to buy, and gift-giving. Implications: Theoretical and managerial implications are presented on how colors positively affect consumers’ product attitude, willingness to buy, and gift-giving. It is recommended for marketers to develop strategies to use colors on products, either congruent or incongruent. The highlighted implications are particularly suitable for companies offering package goods or packaging corporations providing packaging design services for other businesses