 |
 |
|
Jacobs (1991)Management > Global Marketing Management > Lectures > Independent Research > Jacobs
Jacobs (1991) - Cross-cultural Colour Comparisons: Global Marketers Beware!Colours mean different things in different cultures. For example in the experiment, grey was perceived by the Chinese and Japanese candidates as inexpensive, while for the US subjects, grey was associated with quality and dependability. Green was seen as a relatively pure colour in all societies except
for the US. The same (about good-tasting) was recorded with yellow (which was also seen in all societies as a happy colour) where the Chinese perceived it as progressive. The only problem with this test is that fixed, English words used, which limited the choice of recorded interpretations. The words, being in English, may also have meant different things to the different candidates. All three Asian countries associated red with the US, but the US did not make this link. Red was most strongly associated with China. Purple was connected to France and green was linked to both France and Italy. Black was seen as powerful and expensive in all cultures. Purple was seen as expensive in all cultures, except the US. It was also linked to love in Korea, China, and the US.
|
|
