typical European consumer; language, religion, climate, and centuries of tradition divide the nations of the European Union. Scantel Research, a British firm that advises companies on color...

typical European consumer; language, religion, climate, and centuries of tradition divide the nations of the European Union. Scantel Research, a British firm that advises companies on color preferences, found inexplicable differences in Europeans’ preferences in medicines. The French prefer to pop purple pills, but the English and Dutch favor white ones. Consumers in all three countries dislike bright red capsules, which are big sellers in the