The way individuals perceive and interpret colour exerts a profound influence on emotions, cognition and decision making in commercial contexts. At the perceptual level, attributes such as hue, ...

Brightly colored packaging does more than attract attention on store shelves. A new study in the Journal of Marketing reveals that highly saturated colors on product packaging significantly influence ...

Everyone wants to get consumer behavior back to “normal,” but normal is not coming back, if it was ever here. So what do retailers and brands have to look forward to from consumers in 2024? Here are ...

Consumer perceptions of corporate social responsibility (CSR) encompass how customers interpret and react to a firm’s commitments to ethical conduct, social welfare and environmental stewardship.