TY  - JOUR
T1  - Analysis of Dependence of the Emotional Perception of Colors on the
Type of Personality of the Russian Consumers of Advertising Information
AU - Shklyar, Tatyana L. AU - Mkhitaryan, Sergey V. AU - Tultaev, Timur A. 
JO  - The Social Sciences
VL  - 10
IS  - 6
SP  - 1223
EP  - 1231
PY  - 2015
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2015.1223.1231
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2015.1223.1231
KW  - Economy
KW  -color
KW  -advertising
KW  -emotion
KW  -type of personality
KW  -statistics package IBM SPSS Statistics
KW  -Decision Tree
AB  - The Foreign and National researchers noted long time ago, the color advertising attracts more
attention than its faceless black-and-white analogues. The researchers striving for reducing the costs of a
potential advertiser and improving efficiency of any advertising product designed by creative agencies was
the main purpose of performance of the marketing research. This study presents the results of the research and
analysis of dependence of psychological perception of colors on the type of personality and the degree of
emotional impact on a potential consumer. It is assumed that at unconscious and slightly conscious level each
basic color causes a certain emotional reaction. During the research performed, there were distinguished five
types of personality in respect of which the experiment was conducted aimed at identification of psychological
reactions arising in the specified respondents depending on perception by them of one or another color in
diverse advertising materials. In the study, these associations have been analyzed empirically. The results
obtained by questioning were summarized in a single table of attitudes, processed with the use of the statistics
package IBM SPSS Statistics, as a result of which the contingency tables have been made, the graphical
analysis has been performed and the ‘classification trees’ has been designed the most important tool of the
researcher’s method of identification of the consumer attitudes to the color range of the advertising
communications. The tool allowing both a costumer and advertising contractor to get the answer to one of the
most important questions in advance ‘Which attitude one or another color rises in consumers distributed
according to the types of personality?’ As the result of analysis performed the researchers have proposed
interrelations for each particular personal sentiment and color. The practical guidelines on the application of
obtained results in the advertising activity of the Russian market participants are provided.
ER  -