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Publication
Influência da cor nos produtos de luxo: confiança na marca e intenção de compra
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.45 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A influência da cor nos produtos de luxo tem vindo a revelar alguma complexidade e
imprecisão. Portanto, foi realizado um estudo quantitativo com 147 participantes de
forma a perceber qual é a influência das cores quentes, frias e neutras nos produtos de
luxo. Ao longo da investigação foram analisadas as emoções (positivas ou negativas) que
cada cor, onze no total, transmitia ao inquirido, assim como escalas de confiança e
intenção de compra em relação às cores nos produtos de luxo, utilizando estímulos
visuais digitalmente manipulados. Os resultados mostram que as cores quentes têm
influência na compra de produtos de luxo e que as malas de cor vermelha e laranja têm
uma maior probabilidade de compra, no entanto, a mala preta é aquela que suscita uma
maior confiança nos consumidores. Finalmente, discutiram-se implicações praticas e
teóricas para os marketers.
The influence of color on luxury products has revealed some complexity and inaccuracy. Therefore, a quantitative study was conducted with 147 participants to understand the influence of warm, cold and neutral colors on luxury products. Throughout the investigation, the emotions (positive or negative) that each color, eleven in total, transmitted to the respondent were analyzed, as well as scales of confidence and intention to purchase in relation to colors in luxury products, using digitally manipulated visual stimuli. The results show that warm colors have an influence on the purchase of luxury products and that the red and orange bags are more likely to buy, however, the black bag is the one that raises greater confidence in consumers. Finally, practical and theoretical implications for marketers were discussed.
The influence of color on luxury products has revealed some complexity and inaccuracy. Therefore, a quantitative study was conducted with 147 participants to understand the influence of warm, cold and neutral colors on luxury products. Throughout the investigation, the emotions (positive or negative) that each color, eleven in total, transmitted to the respondent were analyzed, as well as scales of confidence and intention to purchase in relation to colors in luxury products, using digitally manipulated visual stimuli. The results show that warm colors have an influence on the purchase of luxury products and that the red and orange bags are more likely to buy, however, the black bag is the one that raises greater confidence in consumers. Finally, practical and theoretical implications for marketers were discussed.
Description
Keywords
Luxo Cor Motivação Confiança Intenção de compra