12791 
11544色彩对营销者和消费者都至关重要，产品包装设计、终端环境、线上购物等方面的营销实践都离不开色彩因素。在消费者行为研究领域，色彩相关问题也越来越引起学术界的重视。本文进行了色彩概念界定和研究脉络梳理，回顾了色彩对消费者的影响，包括黑白色、彩色以及色彩与其他感官要素的交互对消费者的影响，以及色彩影响消费者的作用机制等方面的研究成果，并分析了现有研究的不足和未来研究方向。
色彩营销研究：回顾与展望
摘要
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引用本文
黄静, 王正荣, 杨德春, 等. 色彩营销研究：回顾与展望[J]. 外国经济与管理, 2018, 40(10): 40-53.
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