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Dissertation
The antecedent color choice model: an examination of emotional responses to color stimuli as predictors of preference formation
Doctor of Philosophy (Ph.D.), Drexel University
Aug 1992
DOI:
https://doi.org/10.17918/00000635
Abstract
The purpose of this dissertation is to examine the effects of emotional responses to product specific color stimuli, and to assess the relationships of these responses to product color preference formation. To accomplish these goals, a modified single component attitude model is altered to include a new emotional component positioned between the existing cognitive and affective components. The new model is then designated as the antecedent color choice model. Actual product specific color stimuli are used in a full factorial experimental design with social class status held constant for a balanced sample of males and females. MANOVA, ANOVA and simple regression models indicate that males and females exhibit distinctly different emotional responses to product specific color stimuli, but the differences are not consistent across product categories. Emotional responses to product color stimuli are related to an individual's color preference formation even when gender differences are not evident. Overall, the results lend support to the inclusion of an emotional component when examining the impact of emotional responses to color stimuli on color preference formation.
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Details
- Title
- The antecedent color choice model
- Creators
- Margaret Mary Conroy-Liebman
- Contributors
- E. Craig Stacey (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- xii, 135 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- College of Business (and) Administration (1970-1999); Drexel University
- Other Identifier
- 991014970310904721