Colour Choice as a Strategic Instrument in Neuromarketing
dc.contributor.author
dc.date.accessioned
2024-07-19T06:59:48Z
dc.date.available
2024-07-19T06:59:48Z
dc.date.issued
2024-07-15
dc.identifier.uri
dc.description.abstract
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)
dc.format.mimetype
application/pdf
dc.language.iso
eng
dc.publisher
MDPI (Multidisciplinary Digital Publishing Institute)
dc.relation.isformatof
Reproducció digital del document publicat a: https://doi.org/10.3390/math12142212
dc.relation.ispartof
Mathematics, 2024, vol. 12, núm. 14, p. 2212
dc.relation.ispartofseries
Articles publicats (D-EM)
dc.rights
Attribution 4.0 International
dc.rights.uri
dc.subject
dc.title
Colour Choice as a Strategic Instrument in Neuromarketing
dc.type
info:eu-repo/semantics/article
dc.rights.accessRights
info:eu-repo/semantics/openAccess
dc.type.version
info:eu-repo/semantics/publishedVersion
dc.identifier.doi
dc.identifier.idgrec
039026
dc.type.peerreviewed
peer-reviewed
dc.identifier.eissn
2227-7390