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Theses

L'INFLUENCE DE LA COULEUR EN MARKETING : VERS UNE NEUROPSYCHOLOGIE DU CONSOMMATEUR

Abstract : Color, as a persistent philosophical topic, has also become an exemplary research field in cognitive science. However, color as an explanatory variable was seldom studied in marketing applications such as communication, in-store atmospherics or packaging. Color and its three intrinsic dimensions – hue, brightness and saturation – would have some bearing on different cognitive processes of evaluation, through affective intercession. Having opted for a neuroscientific stance and described retinostriate and retinotectal visual pathways, the author suggests a neurobiological hypothesis explaining putative color emotional impact on consumers. In order to assess its effects, four experiments tallying 1,646 subjects were conducted. The first experiment does not reveal any obvious effect of peripheral color on incidental semantic memorization or fine motor tasks but uncovers a quadratic effect on bottom-up attention capture. A second experiment shows that the in-store chromatic atmosphere influences attitudes and intentions towards the store. A third crosscultural study achieved in France, Tunisia and the Indian Ocean, both demonstrates differential background color effects on the evaluation of advertised manufactured goods and a convergence for absolute color preferences. A fourth experiment pertaining to pharmaceutical packaging shows an incidental influence of color (warm and dark hues) on drug potency and efficacy appraisals and demonstrates an interaction with brand name consonance. Limitations of this doctoral work are delineated and research avenues are suggested. Finally, the author sets forth an experimental design aiming at objective measures of affect, including EEG, skin conductance and EMG, in response to subliminal exposures of simple and complex color stimuli.
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https://tel.archives-ouvertes.fr/tel-00208003
Contributor : Bernard Roullet <>
Submitted on : Friday, January 18, 2008 - 6:43:14 PM
Last modification on : Thursday, January 14, 2021 - 1:16:46 PM
Long-term archiving on: : Tuesday, April 13, 2010 - 7:04:35 PM

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  • HAL Id : tel-00208003, version 1

Citation

Bernard Roullet. L'INFLUENCE DE LA COULEUR EN MARKETING : VERS UNE NEUROPSYCHOLOGIE DU CONSOMMATEUR. Gestion et management. Université Rennes 1, 2004. Français. ⟨tel-00208003⟩

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