Beyond gender: The evolving significance of pink in the contemporary marketing

Abstract

This study investigates the influence of pink in marketing, focusing on its impact on female consumer behavior, particularly in light of the Barbie movie’s recent popularity. It analyzes the psychological and historical significance of pink, and its economic implications in marketing strategies. This study conducts an in-depth literature review and case study analysis to explore the cultural and psychological significance of the color pink in marketing and its influence on consumer behavior beyond different genders. The originality of this study lies in its multifaceted exploration of the interplay between the color pink and female consumer behavior, particularly through the lens of cinematic imagery. By focusing on the cultural and psychological significance of pink in films and its subsequent impact on fashion trends and marketing strategies, this research uniquely bridges the gap between color symbolism and contemporary consumer behavior.