Zhou Xiaoer - Journal of Marketing and Market Studies - Journals

Zhou Xiaoer

Lecturer at Guangzhou City University of Technology, China. Specializing in commercial research among Chinese consumers, she has been focusing on identifying consumers' needs in high-end fast consumption goods across different categories like body care, pet foods, meat and milk, creating marketing positioning, and formulating branding and marketing strategies for international corporations exporting goods in China. Incorporating such experience for 14 years in research and teaching, she is the author of a textbook named Consumer Behavior for students majoring in business English published in 2022.

Article

Light vs dark: How colour lightness affects the perception of product appropriateness for children and adults – a Polish perspective, s. 13-25

DOI: 10.33226/1231-7853.2024.9.2

JEL: M31

expand

Light vs dark: How colour lightness affects the perception of product appropriateness for children and adults – a Polish perspective

The article explores the impact of colour lightness on the perception of product adequacy for consumers in two demographic categories (children versus adults). A pretest preceding the main study identified three demographically neutral objects to be coloured in two lightness variants: light and dark. Subsequently, a series of three studies involving a total of 474 adult participants focused on evaluating a product presented in two colour versions: light and dark, deemed appropriate for children and adults, respectively. The study revealed that light shades of the same colours are considered appropriate for children, while dark shades are perceived as suitable for adults. Thus, the research emphasizes the role of colour lightness in shaping the perception of a product among adult consumers in Poland.

Keywords: consumer behaviour; colour in marketing; colour appropriateness to consumers; colour lightness; colour darkness