The Psychology of Color in Visual Perception and the Hyundai Car Buying Decision

Abstract

This research work reveals how color influences visual perception and how it supports the decision-making process, colors connect consumers with brands, with their emotions and act on human behavior, the Vehicle color is an important factor that conveys different perceptions and influences emotions and decision making. The objective of the research is to know the influence that color psychology generates on visual perception and on car buying behavior. It is clear that marketing has constantly evolved linking with other complementary sciences for the development of deeper research and the psychology of color could be a crucial topic for its improvement, since the effect that colors cause on people, as well as colors They generate emotions play an important role in the purchase decision. The research has a quasi-experimental design, a biometric visual tracking equipment was used, known as eye tracking that allowed determining the influence of color on the behavior of buying HYUNDAI cars by relating it to the predominant archetype of the consumer.