Cross‐cultural Colour Comparisons: Global Marketers Beware!
1991; Emerald Publishing Limited; Volume: 8; Issue: 3 Linguagem: Inglês
10.1108/02651339110137279
ISSN1758-6763
AutoresLaurence Jacobs, Charles F. Keown, Reginald Worthley, Kyung‐Il Ghymn,
Tópico(s)Categorization, perception, and language
ResumoThe 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.
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