商标颜色影响消费者道德判断
A new study looked at how colors influence or biases the way consumers make ethical judgments, specifically if they view a company as environmentally friendly.
一项新的调查研究颜色如何影响消费者的道德判断，尤其是他们是否认为该品牌环保友好。
Results indicated consumers considered companies with blue logos to be more eco-friendly, compared to those with red logos.
University of Oregon and University of Cincinnati gave shoppers a fictitious logo with a color of a known brand.
'What we're finding is that color biases the way consumers make ethical judgments,' Aparna said Sundar, a professor of marketing in the University of Oregon Lundquist College of Business.
'Of course green is one of those colors, but blue is also one of those colors that consumers associate with eco-friendliness.'
It only took one unfamiliar logo for researchers to discover shoppers consider retailers using Walmart's blue or Sam's green in their logos to be more eco-friendly than those using Trader Joe's red.
'Interestingly, blue is 'greener' than green in terms of conveying an impression of eco-friendliness, despite the frequent use of the word green to convey that idea,' said co-author James Kellaris of the University of Cincinnati's marketing department.
Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.The results indicated that seeing a more eco-friendly color in a logo influences consumer judgments, and ethically ambiguous business practices seemed more ethical.
Follow-up studies found that shoppers were more critical of a retailer with an eco-friendly-colored logo when presented with a procedure that was definitely ethical or definitely unethical.
While individual differences still play a role in this observed effect of color, Sundar's research suggests that color used in a logo has far-reaching consequences on consumers' perceptions of retailers.