ABSTRACTThe work of Doehlert has involved an investigation of automobile‐color preferences and their relationship to color perceptions. For the most part, Doehlert's work has pointed to congruency. Other work, dealing with formal congruency testing between unfolded preferences and perceptions, has proven somewhat disappointing. Since the nature of the stimulus set may play a role in a resulting congruency, this study will attempt to replicate and extend the work of Doehlert. Given replication, a framework for stimulus set uniqueness may be obtained. Either way, keynote implications for marketing decision making are to be develope