The Role of Personal Value Characteristics in Attitude toward Color and Consumer Responses to Color Typicality of Product

This study investigated how various types of value affect consumer attitude toward 10 basic colors as well as receptiveness to color typicality of a product. In this vein, Schwartz value system was adopted as a testing framework for the research. An on-line survey was conducted among 500 males and females in their age range of 20-29 and the participants were asked to indicate their values, color attitudes, and purchase intention toward a tissue brand with disparate color typicality. Key findings show that attitude toward red color was positively influenced by self-enhancement value and negatively affected by self-transcendence and conservation values. A similar pattern of the relationship was also observed for attitude toward black color. By contrast, attitudes toward green and brown colors were negatively affected by self-enhancement value and positively affected by self-transcendence value. Interestingly, gender difference was found in the attitude toward yellow color where it was positively affected by conservation value among females and negatively affected by self-enhancement value among males. Secondly, value was found to moderate the effect of color typicality of a product on purchase intention such that self-enhancement value dimension increased the positive impact of color typicality on purchase intention mainly via power, whereas the opposite was observed for openness-to-change value dimension mainly via hedonism and stimulation. Both theoretical and managerial implications of the study were further discussed.