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Seeing Through the Eyes of the Color-Deficient Shopper: Consumer Issues for Public Policy

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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.

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  1. School of Business, Rutgers University, 227 Penn St., Camden, NJ, 08102 – 1656, USA

    Carol Kaufman-Scarborough

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Kaufman-Scarborough, C. Seeing Through the Eyes of the Color-Deficient Shopper: Consumer Issues for Public Policy. Journal of Consumer Policy 23, 461–492 (2000). https://doi.org/10.1023/A:1007253306383

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