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
33.33%
26.67%
20.00%
6.67%
6.67%
6.67%
Red
Purple
Blue
Black
Orange
Yellow
n = 15 3

4. 0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Red Purple Blue Black Orange Yellow
5
4
3
1
1 1
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Red Purple Blue Black Orange Yellow
2
4
3
1 1
3
1
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
48.14%
22.22%
14.81%
11.11%
3.70%
Blue
Black
Green
Red
Pink
5

6. 0
2
4
6
8
10
12
14
Blue Black Green Red Pink
13
6
4
3
1
0
2
4
6
8
10
12
14
Blue Black Green Red Pink
8
3
1
5
3
3
3
1
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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