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Title: The role of political colors in consumer behavior
Authors: Khayr Yaacoub, Hala 
Saab, Gretta 
Najjar, Rania
Affiliations: Department of Business Administration 
Department of Economics 
Keywords: Political colors
Subjects: Consumer behavior
Issue Date: 2014
Part of: Journal of competition forum
Volume: 12
Issue: 2
Start page: 79
End page: 87
Politically motivated consumption decisions are not foreign to the Arab world where the citizens are highly politicized. This paper studies the impact of political colors (representing different political parties) on the consumption decisions of university students at one of the top Lebanese universities. A random sample of 1220 students at different faculties participated in the research. Findings established that there is a linear association between political awareness and involvement, on the one side, and consumption on the other. Products of relatively lower prices seem to be impacted the most by political sensitivities reflected in colors. Furthermore, exposure to political news and events increases the students' sensitivity towards political colors.
Ezproxy URL: Link to full text
Type: Journal Article
Appears in Collections:Department of Business Administration

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