Seeing through the eyes of the color-deficient shopper: Consumer issues for public policy

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19 Scopus citations

Abstract

The need for understandable consumer information is critical in today's complex shopping environment. New sources of information emerge on almost a daily basis, yet portions of many messages go unnoticed or are misunderstood. Many persons have impaired or limited perceptual abilities as part of congenital or illness-related conditions, yet their specific experiences, problems, and needs have been infrequently addressed. In the present study, the author examines color-deficient vision and its impacts upon consumer emotions, enjoyment, efficiency, and safety-related aspects of shopping, product use, and advertising comprehension. The responses of actual color-deficient shoppers are examined for common problems, and implications are given for public policy.

Original languageEnglish (US)
Pages (from-to)461-492
Number of pages32
JournalJournal of Consumer Policy
Volume23
Issue number4
DOIs
StatePublished - 2000

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting (miscellaneous)
  • Economics and Econometrics

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