Original scientific paper
Neuromarketing and the Psychology of Color: the Connection Between Colors and Consumer Emotions
Nina Cvetković
; Fakultet ekonomije i turizma „Dr. Mijo Mirković“, Sveučilište Jurja Dobrile u Puli
Matija Žmak
; Fakultet ekonomije i turizma „Dr. Mijo Mirković“, Sveučilište Jurja Dobrile u Puli
Ante Vlaić
; Fakultet ekonomije i turizma „Dr. Mijo Mirković“, Sveučilište Jurja Dobrile u Puli
Abstract
Neuromarketing is a young interdisciplinary field of economic sciences that derives its roots from behavioural economics and neuroeconomics. Classical economic thought views people as rational entities that make optimal decisions, while behavioural economics and neuromarketing consider individuals to be limited rational and emotionally marked. It's based on modern brain research techniques that are very important in a thorough analysis
of consumer behavior. Colour psychology in (neuro)marketing is also an insufficiently explored area that observes the importance of colours in segments of consumer behaviour. Every color in consumers arouses different emotions that can affect their purchasing decisions. It is neuromarketing that can provide a better insight into understanding such phenomena. The aim of the paper is to explore the relationship between consumer colours and emotions and to point out more precisely the elements of consumer behaviour and the importance of designing neuromarketing strategies for further advancement of neuromarketing. The basic purpose of the research is to contribute to a clearer understanding of the role of colours in shaping the emotional reactions of consumers and, based on the findings obtained, to provide guidelines for practical application in developing more effective neuromarketing strategies. A survey was conducted using a questionnaire on a sample of 122 subjects. The results show that there is a link between different colours and consumer emotions, but also the need for further development of important interdisciplinary areas.
Keywords
emotions; neuromarketing; color psychology; consumer behavior
Hrčak ID:
348268
URI
Publication date:
1.12.2025.
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