Date of Award

Spring 2018

Document Type

Honors Thesis

Degree Name

Bachelor of Science

First Advisor

Mohan Menon

Abstract

Due to the changing worldview of gender as a fluid concept versus its previous role as a rigid aspect of human identity, marketing researchers and consumer behaviorists need to conduct current studies on color psychology as a means of communication to the changing gender spectrum. Because of the lack of updated research on this topic, marketing strategies and advertisements can often seem out of touch with its younger, socially conscious audience. This study aims to fill this gap in research by exploring college students’ color preferences in a digital marketing scenario. Through the methods of survey and analysis, the study’s objective will be to apprehend the correlation between a person’s identifying gender and their color choice.

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