1. Color and Consumer Behavior
Josh Fejeran
John Fell
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2. Objective/Theories Being Tested
• Study the decision-making actions and consumer behavior activities
of JSOM students, color preferences, and how this data can help
SUAAB in their attempts to get more JSOM students involved with
activities and events on-campus at UTD.
• Study how color affects JSOM students’ attitudes, perception, and
behavior, and how this could affect the way UT Dallas Enrollment
Services markets the school from different perspectives (financial,
value, educational.)
Theories:
1.Signal Theory
2.Self-Perception Theory
3.Cognitive Appraisal Theory
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3. Atrium Intercept Data:
Choose Your Favorite Color
n = 15 3

4. Totals Transparent = Women, Solid = Men
What’s Most Important to You? Describe Yourself As A Consumer
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5. Questionnaire Data:
Please Select Your Favorite Color
n = 27 5

6. 6

7. What Type
of
Consumer
Are You?
What’s
Most
Important
To You?
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8. Confidence Interval: Favorite Color
• Mean: 4.167
• Std. Dev: 2.879
• Sample Size: 42
• Confidence Level: 95%
Blue = 1
*Pink = 2
*Yellow = 3
Purple = 4
Green = 5
*Orange = 6
Red = 7
*Black = 8
4.167 ± 1.96x 2.879/ √42
= 4.167 ± .8707
3.2963 to 5.0377
Conclusion: UT Dallas
JSOM students prefer
warmer, more inviting
colors and associate these
colors with positive
attributes.
Warm, Inviting Colors
Darker, Aggressive Colors
* = Only 1
participant chose
each of these
colors
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9. 9
-http://www.colourlovers.com

10. Recommendations
• Incorporate more blue, red, and purple when advertising and promoting
on-campus events to JSOM students. These colors have been shown in our
study to be representative of competitive quality and price, which are the
two most important factors to JSOM students as consumers.
• Since the UT Dallas school colors are green and orange, we suggest
utilizing a lighter, warmer shade of these colors to advertise and promote
the school. Our research indicated that consumers react more favorably to
lighter colors compared to darker more aggressive colors.
• When promoting the school to prospective students, the university should
stress value (the combination a great education for a great price). The
school should publicize the Guaranteed Locked Tuition Plan (price), and
the fact that UT Dallas is the 3rd
best ranked public institution in Texas,
only behind UT Austin and Texas A&M (quality).
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