Artigo Revisado por pares

Cross‐cultural Colour Comparisons: Global Marketers Beware!

1991; Emerald Publishing Limited; Volume: 8; Issue: 3 Linguagem: Inglês

10.1108/02651339110137279

ISSN

1758-6763

Autores

Laurence Jacobs, Charles F. Keown, Reginald Worthley, Kyung‐Il Ghymn,

Tópico(s)

Categorization, perception, and language

Resumo

The Lüscher colour test is used to compare colour associations in China, South Korea, Japan and the United States. Respondents were asked which colour they associate with words such as expensive, happy, love and dependable. They were also asked to relate the colours to countries, such as Italy and France; institutions, such as restaurants and theatres; and product packages, such as a soft drink label and a box of headache remedy. The findings show that, while some colours seem to show cross‐cultural consistency, other colours, such as purple and grey, hold opposite meanings in different cultures.

Referência(s)
Altmetric
PlumX