Presenting a Model for Color Effectiveness in Marketing Using Consumer Neuroscience: A Sequential Exploratory Mixed-Methods Approach
ObjectiveThis study was conducted to present a model for the effectiveness of colors in marketing and applied neuroscience laboratory methods to test this effectiveness. Therefore, after identifying and exploring the cognitive and emotional impacts of colors as stimuli, a model was presented and its...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2023-12-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_93633_197f15352daa04d9f7d1429947fc6beb.pdf |
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