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Schneider and Shiffrin (1977) suggest that predictable or familiar situations are dealt with in an automatic way, while stimuli that is new or constantly changing is controlled by the person focussing on that stimuli.
Colour, branding and consumers
In many cases a brand, or even product, may be associated to a colour that holds a certain personality trait; this concept of brand personality, as discussed by Schiffman, Kanuk and others (1997) sees consumers give human like qualities to brands and products. [iii]
The colours used by competing companies in the establishment of their brand are an important contributing factor in relation to the way customers select stimuli to accept or reject...
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