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All Journal International Journal of Multidisciplinary: Applied Business and Education Research
Niere, Marvin Ian
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology

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Influence of Color Psychology on Consumer Behavior among Business Students Niere, Marvin Ian; Bustamante, John Reno B.; Bacaltos, Maureen S.; Arceo, Ray Angelo B.; Bigno, Hadassah
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 5 No. 3 (2024): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.05.03.10

Abstract

Neuromarketing, a rapidly expanding field, utilizes brain-based techniques to understand and shape consumer behavior. Recently, there has been a surge in the popularity of neuromarketing techniques, supported by research indicating their substantial impact on consumer behavior. Notably, color psychology has emerged as a prominent area within neuromarketing. This study aimed to investigate the relationship between color psychology and its impact on consumer behavior among business students of a university in Cebu City. A quantitative correlational approach was employed, and data were collected from business students responding to Likert survey questionnaires distributed electronically. To achieve the study objectives, descriptive analysis and Pearson's Correlation Coefficient were used to ensure a comprehensive evaluation of the data. The findings revealed a high level of awareness among the respondents, with "Pink" and "White" colors demonstrating strong associations. In contrast, "Purple" and "Brown" colors exhibited lower influence. Further analysis demonstrated significant relationships between the perceived level of color psychology in advertising, awareness level, and consumer buying behavior. The study established a strong positive correlation between color preferences, awareness levels, brand recall, and consumer behavior among business students.
Involvement and Decisions of Young Professionals on Stock Investments Medalla, Mark Noel; Nacua, Via Blanca; Tabuelog, Emilie Joy; Jortil, Mariza; Niere, Marvin Ian; Macaurao, Hafsah; Sejuela, Jasmine; Gaviola, Shyra Mae; Gonzales, Shan Chaira; Jumao-as, Reina Richa; Guy, Gwyndharell
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 9 (2025): International Journal of Multidisciplinary: Applied Business and Education Rese
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.09.31

Abstract

Young professionals in the Philippines show low stock market involvement due to behavioral biases, poor risk assessments, lack of confidence to invest, and limited understanding or trust in digital investment tools. This study examined the influence of determinants of stock market involvement to stock investment decisions among 385 young professionals in Cebu City aged 20-35, a demographic with growing financial capacity but limited involvement, while also accounting the impact of demographic factors. Employing descriptive statistics, Pearson Correlation Coefficient, and Chi-Square Tests, results revealed that age, monthly income, and years of stock investment experience significantly affect involvement and investment decisions. Strong correlations were found between stock market awareness and investment behaviors, risk perception, and technology adoption with key investment decision factors, including consideration of economic conditions (r=.696), technical indicators (r=.620), market volatility (r=.684), and stock market indices (r=.606). Results affirm the Theory of Planned Behavior, Prospect Theory, and the Technology Acceptance Model, while supporting the hypothesis that a significant relationship exists between the levels of involvement and investment decisions. The findings underscore the importance of personalized financial education, improved digital literacy, and greater regulatory transparency to foster confident, data-driven investment decisions. These insights also provide a valuable basis for financial institutions, policymakers, and fintech developers to collaboratively design accessible, behavior-sensitive, and tech-enabled programs that encourage deeper and smarter engagement in the stock market.
Co-Authors Arceo, Ray Angelo B. Bacaltos, Maureen S. Bigno, Hadassah Bustamante, John Reno B. Gaviola, Shyra Mae Gonzales, Shan Chaira Guy, Gwyndharell Jortil, Mariza Jumao-as, Reina Richa Macaurao, Hafsah Medalla, Mark Noel Nacua, Via Blanca Sejuela, Jasmine Tabuelog, Emilie Joy