Colour Choice as a Strategic Instrument in Neuromarketing

Social relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether...

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Authors: Müller, Andréia C., Gil-Lafuente, Jaime, Ferrer i Comalat, Joan Carles
Format: article
Status:Published version
Publication Date:2024
Country:España
Institution:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repository:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/25142
Online Access:http://hdl.handle.net/10256/25142
Access Level:Open access
Keyword:Lògica difusa
Fuzzy logic
Neuromàrqueting
Neuromarketing
Comunicació no verbal
Nonverbal communication
Lògica polivalent
Many-valued logic
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oai_identifier_str oai:recercat.cat:10256/25142
network_acronym_str ES
network_name_str España
repository_id_str
spelling Colour Choice as a Strategic Instrument in NeuromarketingMüller, Andréia C.Gil-Lafuente, JaimeFerrer i Comalat, Joan CarlesLògica difusaFuzzy logicNeuromàrquetingNeuromarketingComunicació no verbalNonverbal communicationLògica polivalentMany-valued logicSocial relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether colour combinations can be established in individuals’ clothing that maximise their chances of success for a specifically established social objective. To measure this objective, we use multivalent logics, which are characterised by their great flexibility and adaptability. Within the framework of fuzzy logic, we extract evaluations for various colours based on the judgements of experts, provided by recognised authors in the literature, and compare these with the results obtained in a survey conducted by the authors. For the purposes of contrast, we employ two instruments with accredited validity: Similarity by Direct Computation (SDC) and the Technique for Order Performance by Similarity to Ideal Solution (TOPSIS multicriteria method)MDPI (Multidisciplinary Digital Publishing Institute)2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpeer-reviewedapplication/pdfhttp://hdl.handle.net/10256/25142Mathematics, 2024, vol. 12, núm. 14, p. 2212Articles publicats (D-EM)reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.3390/math12142212info:eu-repo/semantics/altIdentifier/eissn/2227-7390Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10256/251422026-05-29T05:05:01Z
dc.title.none.fl_str_mv Colour Choice as a Strategic Instrument in Neuromarketing
title Colour Choice as a Strategic Instrument in Neuromarketing
spellingShingle Colour Choice as a Strategic Instrument in Neuromarketing
Müller, Andréia C.
Lògica difusa
Fuzzy logic
Neuromàrqueting
Neuromarketing
Comunicació no verbal
Nonverbal communication
Lògica polivalent
Many-valued logic
title_short Colour Choice as a Strategic Instrument in Neuromarketing
title_full Colour Choice as a Strategic Instrument in Neuromarketing
title_fullStr Colour Choice as a Strategic Instrument in Neuromarketing
title_full_unstemmed Colour Choice as a Strategic Instrument in Neuromarketing
title_sort Colour Choice as a Strategic Instrument in Neuromarketing
dc.creator.none.fl_str_mv Müller, Andréia C.
Gil-Lafuente, Jaime
Ferrer i Comalat, Joan Carles
author Müller, Andréia C.
author_facet Müller, Andréia C.
Gil-Lafuente, Jaime
Ferrer i Comalat, Joan Carles
author_role author
author2 Gil-Lafuente, Jaime
Ferrer i Comalat, Joan Carles
author2_role author
author
dc.subject.none.fl_str_mv Lògica difusa
Fuzzy logic
Neuromàrqueting
Neuromarketing
Comunicació no verbal
Nonverbal communication
Lògica polivalent
Many-valued logic
topic Lògica difusa
Fuzzy logic
Neuromàrqueting
Neuromarketing
Comunicació no verbal
Nonverbal communication
Lògica polivalent
Many-valued logic
description Social relationships have been and are the basis for achieving objectives of all kinds, whether altruistic or lucrative. Among the aspects that make up non-verbal communication are physical appearance in general, clothing, and, in particular, colour combinations. In this article, we analyse whether colour combinations can be established in individuals’ clothing that maximise their chances of success for a specifically established social objective. To measure this objective, we use multivalent logics, which are characterised by their great flexibility and adaptability. Within the framework of fuzzy logic, we extract evaluations for various colours based on the judgements of experts, provided by recognised authors in the literature, and compare these with the results obtained in a survey conducted by the authors. For the purposes of contrast, we employ two instruments with accredited validity: Similarity by Direct Computation (SDC) and the Technique for Order Performance by Similarity to Ideal Solution (TOPSIS multicriteria method)
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
peer-reviewed
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10256/25142
url http://hdl.handle.net/10256/25142
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.3390/math12142212
info:eu-repo/semantics/altIdentifier/eissn/2227-7390
dc.rights.none.fl_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI (Multidisciplinary Digital Publishing Institute)
publisher.none.fl_str_mv MDPI (Multidisciplinary Digital Publishing Institute)
dc.source.none.fl_str_mv Mathematics, 2024, vol. 12, núm. 14, p. 2212
Articles publicats (D-EM)
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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