This article describes a conceptual framework for understanding consumer product-colour purchase decisions. Building on previous work, a new primary factor, colour association, is introduced. The purpose of this study is to test whether consumers' colour-associations connect with their product-colour association, and whether colour-association affects consumers' intended product-colour purchase decisions. The study used two research activities (a laboratory experiment and an interview) and two research methods (multiple choice for 6-alternative-forced-choice and multiple choice for rank-order) to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available. Participants were also asked to provide a reason for their decisions. The study finds that the stronger a participant's preference for a colour, the more likely they are to purchase a product in that colour. The data from interviews suggests that, for some of the products tested, participants are highly influenced by the colour association that they would purchase a product-colour on their one of the colour association than other colours. The updated conceptual framework suggests that the colour association factor could be one of the product-colour decision primary factors that influence consumer product-purchase intentions in the absence of consumer personal colour preferences.

中文翻译：

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颜色联想和消费品颜色购买决策

本文描述了一个用于理解消费者产品颜色购买决策的概念框架。在以前的工作的基础上，引入了一个新的主要因素，颜色关联。本研究的目的是检验消费者的颜色联想是否与他们的产品颜色联想有关，以及颜色联想是否影响消费者预期的产品颜色购买决策。该研究使用了两项研究活动（实验室实验和访谈）和两种研究方法（6 项强制选择的多项选择和排名顺序的多项选择）来调查参与者在被要求选择一种颜色时会选择哪种颜色有多种颜色可供选择时购买的产品。参与者还被要求提供他们决定的理由。研究发现，参与者对颜色的偏好越强，他们就越有可能购买该颜色的产品。访谈数据表明，对于一些测试的产品，参与者受颜色联想的影响很大，他们会购买一种颜色联想的产品颜色，而不是其他颜色。更新的概念框架表明，在没有消费者个人颜色偏好的情况下，颜色关联因素可能是影响消费者产品购买意图的产品颜色决策主要因素之一。参与者受颜色联想的影响很大，他们会购买一种颜色联想的产品颜色，而不是其他颜色。更新的概念框架表明，在没有消费者个人颜色偏好的情况下，颜色关联因素可能是影响消费者产品购买意图的产品颜色决策主要因素之一。参与者受颜色联想的影响很大，他们会购买一种颜色联想的产品颜色，而不是其他颜色。更新的概念框架表明，在没有消费者个人颜色偏好的情况下，颜色关联因素可能是影响消费者产品购买意图的产品颜色决策主要因素之一。