Differences and Similarities in Hue Preferences between Chinese and Caucasians
This paper focuses on both similarities and differences across two cultures, Chinese and Caucasians, in one specific domain: color. While existing research regarding similarities vs. differences in hue preferences as equivocal, we propose that under conditions where the hues are displayed prominently, there will be no cultural differences in hue preferences. Feelings elicited by the hues will mediate preferences, feelings that previous research suggests are elicited for biological reasons.
We also suggest that when salient cultural norms are present for a given situation (e.g., the hue associated with a holiday occasion), then consumer hue preferences for that occasion should be driven by these salient cultural norms rather than general hue preferences. In the absence of salient cultural norms, consumer hue preferences for an occasion depend on their general hue preferences, which will be similar across cultures.
The empirical findings of two studies support our perspective.
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