A Study of Consumer Personality Color and Emotional Relationship — Taking Offline Flower Shops as an Example

Abstract

Personality color and emotion are mostly used in education, art, and medicine, but the author extends this to the economic field, showing how the two can improve the efficiency of a certain enterprise. This paper focuses on the relationship between consumers’ emotions and their personalities and business operations. Based on the Personality Color Questionnaire (FPA) and Emotion Simplification Scale (PAD), a questionnaire survey was conducted among flower shops in “Twenty-four Fan Hua Xin”, and Pearson product-moment correlation analysis was used to analyze the relationship between personality and emotion. The study found that the order of personality colors of the bouquet buyers was blue, green, red, and yellow. There is a significant positive correlation between blue personality and emotion. Among them, there are significant differences in marriage, and expected flower price among flower buyers with blue personalities, and the emotional pleasure dimensions of flower buyers with all colors are significantly distinct in flower language. According to this conclusion, the characteristics of consumer groups can be obtained, the business management strategy can be optimized, and then the marketing law followed by the general flower shop using consumer psychology and behavior can be summarized.