Influence of Colors on the Purchasing Decision Process: College Students

Abstract

This study examines the influence of color on purchase decision making by analyzing three main dimensions: emotional association with color, previous color-related experiences, and color preferences. The research was analyzed by partial least squares structural equations (PLS-SEM) using SmartPLS 4 software. Data were collected from a sample of 492 participants from Southeastern Coahuila, Mexico, using a quantitative approach. The results confirmed the five proposed hypotheses, highlighting that emotional associations by color exert a positive impact on purchase decisions. Previous experiences linked to colors also directly influence consumers' choices, while chromatic preferences strengthen the emotions associated with colors and have a significant effect on purchase decisions. A significant relationship between color preferences and previous experiences was also identified, underscoring the importance of these emotional connections. Among the key findings, the relevance of color in purchase decisions is emphasized, as demonstrated by the statement “Do you consider color important when making purchase decisions?”. The findings of this study highlight the need for companies to understand the role of color as a strategic element within marketing, as its proper use not only improves in product perception, but it also contributes to the generation of emotional bonds with consumers. In conclusion, color is a key factor in purchasing decisions, which suggests that brands should integrate chromatic preferences and specific contexts to optimize their commercial impact and strengthen the relationship with their audience.