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Chinese consumers do not always respond to red: The influence of colors on perceived distance, spaciousness, and purchase intention of Chinese consumers
Many international firms hold a common stereotype about Chinese consumers’ color preference: culturally, red is their favorite color. However, many international firms (e.g., P&G, Ford, and Wal-Mart) do not use red as their theme colors when they run business in the Chinese market. To explain th...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9887659/ https://www.ncbi.nlm.nih.gov/pubmed/36733873 http://dx.doi.org/10.3389/fpsyg.2022.1028425 |