Digital Marketing | Lauren Isabelle Labrecque |

The marketers’ prismatic palette: A review of color research and future directions

Color carries meaning and can influence consumers’ thoughts, feelings, and behaviors. Many disciplines, such as neuroscience, psychophysics, visual cognition, and biology have used new technologies to gain insights in understanding the complexities of color perception, yet...

The Viability of Removing Personal Information from Online White Page Directories

This research undertakes two related studies to investigate the difficulties faced and costs incurred by consumers in order to remove information about themselves from online white page directories. These directories contain an aggregate of personal information and create...

Exploration of norms and benefits of color differentiation in the marketplace

Building a strong brand identity is central for increasing brand equity. As a result, oftentimes, brands develop differentiation strategies in order to stand out from competitors. Yet, is value always gained through differentiation, or is it possible that some value could be...

Online Personal Branding: Processes, Challenges, and Implications

This research examines how people manage online personal brands in a Web 2.0 context. Using a novel mixed-method approach and consenting participants, the authors generated digital brand audits of 12 people and asked undergraduate students and a human resources professional to...

Exciting red and competent blue: the importance of color in marketing

From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The...