2006
DOI: 10.1108/01409170610645439 View full text |Buy / Rent full text
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Abstract: PurposeResearch in to how colour can stimulate interest and subsequently increase the appeal power of products. There has been very little or no research in the colour‐impact domain in Malaysia. Gender has also been presented as an important factor of colour penchant and proclivity. Seeks to understand the influence of colour on consumer choice of automobile as well as the effect of gender differences.Design/methodology/approachA field survey of Malaysia consumers was conducted to understand these influences. … Show more

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