Can we predict fragrance preferences from consumers' choice of colour?

Date of publication: December 1, 1996


A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy. This paper seeks to determine whether perceptual mapping techniques can be used to determine the existence or otherwise of such a relationship by subjecting the results of a study specifically conducted to explore the possibility of the existence of such a relationship to this methodology.

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