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... Rambabu and Porika showed that colours like gold and silver are often associated with higher prices, while white and green are associated with lower prices [63]. Ozkul et al. revealed that in the fashion industry, consumers prefer to buy brightly coloured clothes during the summer months due to the emotional connection between light-coloured clothing and good weather [64]. Conversely, during winter months, consumers prefer darker-coloured garments for emotional comfort and warmth. ...
Most people struggle to articulate the reasons why a promotional email they are exposed to influences them to make a purchase. Marketing experts and companies find it beneficial to understand these reasons, even if consumers themselves cannot express them, by using neuromarketing tools, specifically the technique of eye tracking. This study analyses various types of email campaigns and their metrics and explores neuromarketing techniques to examine how email recipients view promotional emails. This study deploys eye tracking to investigate and also verify user attention, gaze, and behaviour. As a result, this approach assesses which elements of an email influence consumer purchasing decisions and which elements capture their attention the most. Furthermore, this study examines the influence of salary and the multiple-choice series of emails on consumer purchasing choices. The findings reveal that only the row that people choose to see in an email affects their purchasing decisions. Regarding promotional emails, the title and brand play a significant role, while in welcome emails, the main factor is primarily the title. Through web eye tracking, it is found that, in both promotional and welcome emails, large images captivate consumers the most. Finally, this work proposes ideas on how to improve emails for similar campaigns.
... Similarly, Wardono et al. (2012) argued that dim lighting in restaurants elicits different consumer emotions for everyday dining versus romantic dining. Ozkul et al. (2019) stated that lighting can influence customers' attention, liking, and satisfaction, and even affect behavioral intentions such as purchase, consumption, revisit, and word-of-mouth communication. Bercik et al. (2016) provided a multidisciplinary perspective on the impact of lighting elements in store atmospheres, emphasizing that not only visually appealing presentations but also energy-efficient lighting systems affect emotions. ...
Purpose
This study examines the impact of physical environmental factors on customer retention in fast-food restaurants/cafeterias. Furthermore, this study examines the mediating effect of customers’ positive emotions on this relationship.
Design/methodology/approach
In this study, the stimulus-organism-response model developed by Mehrabian and Russell (1974) is applied within the context of the fast-food restaurant/cafeteria industry. Data were collected from a sample of 250 consumers who have patronized establishments within this industry. The assessment model entailed employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, which involved a two-stage procedure: measurement model and structural model evaluation.
Findings
The study’s results underscore the key role of customer positive emotions in influencing customer retention. Notably, physical environmental factors, encompassing elements like table setting, layout, and service staff, emerge as significant determinants in shaping these positive emotions. Furthermore, the findings indicate that these physical environmental factors exert a direct influence on customer retention, with customer positive emotions acting as mediator role in the relationship between these factors and retention.
Originality/value
This study is the first to use physical environment, customer emotions and customer retention variables together in the fast food restaurant/cafeteria industry.
... Además, el contenido visual de las imágenes está ligado a los juicios estéticos que realizamos sobre ellas (Kirillova et al., 2014;Yu & Egger, 2021) y, por tanto, es clave a la hora de comprender e interiorizar el comportamiento de los seguidores de redes sociales como Instagram, así como las respuestas emocionales de los usuarios de estas redes (Ozkul et al., 2019;Yu Egger, 2021). ...
Las redes sociales, y en especial aquellas que otorgan un fuerte protagonismo a la imagen, son una herramienta fundamental para que las marcas de moda puedan ser percibidas como sostenibles. El objetivo de la presente investigación es analizar los elementos y colores empleados por las 10 corporaciones de moda con mayor puntuación en los rankings de sostenibilidad cuando suben fotografías e ilustraciones a Instagram y analizar las diferencias existentes entre las publicaciones relacionadas con la sostenibilidad y las que no lo están. A partir del análisis de los 277.955 posts de las 61 marcas que componen estas 10 corporaciones, se identificaron los que tienen términos relacionados con la sostenibilidad, obteniendo una muestra de 12.639 publicaciones. A continuación, se hizo un reconocimiento automatizado de imágenes utilizando la librería de Python Inception V3 y se analizaron los colores utilizados mediante las librerías PIL y colorsys. Pese a que la ropa y el calzado son los elementos más mostrados cuando se opta por una sola imagen, en la mitad de los casos las marcas combinan varios tipos de imágenes o prescinden incluso del artículo para reforzar el mensaje sostenible con imágenes de naturaleza, deporte, animales o alimentación. En los contenidos sostenibles esta tendencia es más acusada en una estrategia de comunicación orientada a restar protagonismo al artículo final, sometido a un proceso de fabricación industrial, y aportar un contexto más benévolo. Además, hay diferencias cromáticas entre los contenidos sostenibles y los que no lo son.
... A influência da iluminação de um ambiente de serviço se relaciona diretamente com as intenções do consumidor. Ambientes confortáveis e com infraestrutura adequada podem influenciar na compra, recompra e no comportamento de boca a boca dos clientes (OZKUL et al., 2019). ...
A iluminação é um importante elemento do ambiente construído. O avanço da tecnologia permitiu diferentes usos e alterações de características da luz, como efeitos, intensidade e cor. As pesquisas na área foram ampliadas e relacionadas à aspectos como a influência e o comportamento do consumidor. O objetivo deste trabalho foi a realização de um estudo bibliométrico sobre a temática iluminação artificial relacionada com espaço físico de serviço, percepção e influência no consumidor, e ambiente construído, até o ano de 2021. Foram identificados em duas bases de dados os artigos relacionados ao tema proposto e analisados por meio dos softwares Excel e VOSviwer. A pesquisa resultou em 459 artigos únicos, e os resultados indicam conexão entre os termos pesquisados, de maneira direta ou indireta. Além disso, observou-se aumento no número de publicações nos últimos anos, podendo indicar tendência de pesquisa para o futuro.
... Architectural spaces often utilise polychromatic light sources that are nominally white, but specialised applications, such as hospitality, entertainment, theatre, and signage, might require the use of narrowband (chromatic) lighting (Lomperski, 1997;Simeonova and Narendran, 2002;Ozkul et al., 2019;Siniscalco, 2021). In such cases, lighting designers face challenges in specifying luminaires due to the poor performance of photometric measures' (i.e. ...
Chromatic lighting is often used in specialised applications such as entertainment, theatre, and signage, but there is lack of consensus on metrics that can estimate the brightness of chromatic stimuli. Researchers have previously adjusted colour appearance models (CAMs) to predict brightness of stimuli seem in narrow fields of view. However, metric performance has not been tested in full field of view. A psychophysical experiment was conducted to test the performance of existing metrics in estimating chromatic brightness of light sources in a wide field of view. Fourteen participants judged the brightness of 18 chromatic test stimuli illuminating a room using a magnitude estimation method compared to two reference light sequentially. The results suggest that CAM16 QHK, luminance, and illuminance can predict the brightness of chromatic lighting in wide field of view. Future research should investigate the metric performance using a large number of stimuli, participants, and spectral variation in stimuli.
... The overlapping of the physical, social, and personal context results in the overall museum visitors' experience (Harada et al., 2018), since they establish a multi-sensory impressions of exhibition design that creates an aesthetic and emotive experience for museum visitors (Gobbato, 2022). Atmospheric elements can have significant importance in conveying the intended message to visitors and establishing sensory perception and satisfaction (Ozkul et al., 2019;Elkadi et al., 2021), because it has the ability to enrich cultural institutions, impact visitors' satisfaction, which leads to repeat visits (Piancatelli et al., 2021). Despite its importance, in the context of museums, atmosphere seems rarely considered. ...
... Mishra et al.'s (2016) study revealed that thermal comfort is an acknowledged parameter that influences people to appreciate the museum experience. Ambient color can have a significant impact on consumers' emotional and mental impressions if used wisely and accurately in physical environment design (Ozkul et al., 2019). Moreover, one of the most crucial component of every design is color. ...
... The effect of atmospheric elements on the intention to revisit a museum Bonn et al. (2007) proved a direct effect between the cultural and heritage attractions' atmosphere, layout, design, and social elements on the intention to revisit, it is worth mentioning that the social elements had the least effect compared with the other elements. Color and lighting, can influence the satisfaction of customers and lead to revisiting intentions in a museum (Ozkul et al., 2019). Beseda (2013) revealed that in cases where museums implement music programs, some visitors attend primarily for the music playing more than once, which proves that music encourages repeat visits. ...
This study aims to fill the salient gap in the area of museums' atmospheric elements by examining their effect on the Egyptian visitors' behavioral outcomes and the resulting effect on their intention to revisit the museum. An online questionnaire was distributed to a convenient sample of the Egyptian museums' visitors (346 respondents) to gather and analyze primary data along with analyzing the secondary data (literature). The results confirmed that museum's atmospheric elements have a positive and significant effect on the visitors' experiences. This resulted in positive behavioral outcomes that consequently affected the Egyptian visitors' intention to revisit the museum. This study investigates the importance of taking the physical design and atmospheric elements into consideration by the museum curators and managers, especially during the current phase in Egypt where various museum renewals and constructions are being held.
... In a more recent context, a comprehensive literature review has revealed a number of studies on the dimensions of the servicescapes in the hospitality industry [25][26][27][28][29][30][31]. Spielmann et al. (2012) proposed a scale incorporating physical complexity and social interaction. ...
... Contrarily, Wakefield and Blodgett (1994) proved that 'Functionality' plays a very important role in the leisure service, so its effects have been proved to be also a determinant. Ozkul et al. (2019) explained the importance of lighting and color in the service atmosphere in tourism and hospitality for the customer's perception and satisfaction. The methodology proposed some design recommendations for color and lighting for different services. ...
As COVID-19 spread throughout the world, the hospitality and tourism sectors were hard hit as no other industry. For this reason, the UNWTO developed the One Planet Vision as a response to a sustainable recovery of the tourism sector. At present, when people are starting to travel and stay at hotels again, it is important to analyze what their expectations are of hotels to move forward in the post-pandemic era. For instance, empirical research has been developed to examine people’s sentiments toward servicescapes, and a comparative study is presented between 2020 and 2022. Findings contribute to the research by identifying new servicescape attributes during a health crisis. These also lead to practical implications by proposing a scale to evaluate customers’ perceptions and to increase their wellbeing and resilience. The current research is one of the first studies to collaborate with the One Planet Vision by empirically proposing improvements in the servicescapes of hotels for a responsible recovery.
... The integration of neuromarketing principles into the product development process has emerged as a compelling approach to creating products that not only meet consumers' functional needs but also tap into their emotional and subconscious desires (Lim, 2018). It allows businesses to delve deeper into the emotional responses triggered by various product attributes, such as colors, shapes, and textures (Ozkul et al., 2019). By analyzing brain activity, designers can identify which design elements evoke positive emotions and integrate them into the product (Krishna et al., 2017). ...
... For example, certain shapes or symbols may subconsciously evoke trust or nostalgia, which can be leveraged in product design (Naim, 2023). Neuromarketing can guide packaging design choices, such as color schemes, typography, and imagery (Ozkul et al., 2019). These choices can influence consumers' initial perceptions of the product, affecting their likelihood of purchasing it. ...
... This knowledge can inform the design of promotional materials to ensure key messages are noticed and retained. Neuromarketing techniques, such as eye-tracking studies and neuroimaging, can reveal which visual elements, such as images, colors, and layouts, capture consumers' attention most effectively (Ozkul et al., 2019). Marketers can then use this information to design visually appealing promotional materials. ...
Purpose: The article aims to shed light on how neuroscience and related scientific methodologies are being utilized to comprehend consumer behavior, preferences, decision-making processes and emotional responses to marketing stimuli. Methodology: A systematic search of peer-reviewed articles from diverse databases was conducted. The selected articles were rigorously assessed, and a qualitative synthesis approach was employed to extract and analyze the key findings. Findings: The findings reveal that neuroscience techniques such as MRI and EEG provide valuable insights into emotional responses, brand perception, pricing strategies, and the neural underpinnings of decision-making. Practical Implications: The findings of this literature review have significant implications for marketing practitioners. By understanding the neural underpinnings of consumer behavior, they can design more effective advertising campaigns, pricing, and branding that can foster strong connections with consumers for greater loyalty and market share. Academicians could be benefited by gaining valuable insights into the neural mechanisms underpinning consumer behavior that can eventually enrich their research and teaching and foster interdisciplinary collaborations. Policymakers could utilize insights from the study to formulate more informed and effective regulations and policies that can enhance consumer protection, improve advertising regulations, and promote ethical practices within the marketing industry. Originality: The originality of this work lies in its comprehensive consolidation of the current state of neuroscience marketing research. Research Limitations: Limitations in terms of the complexity of neuroscience methodologies, the ethical considerations in applying them to consumer research, and the need for further interdisciplinary collaboration are acknowledged.
... Furthermore, Burns and Caughey (1992) and Djekic, et al. (2016) added the interior factor of the restaurant such as layout, color, and furniture as the first impression that a restaurant should show. Color and lighting are important elements in creating a psychological service environment or neuro-marketing that will in turn influence customer satisfaction during service encounters (Ozkul et al. 2019). Tantanatewin and Inkarojrit (2016) also added that interior color is closely linked to a positive emotional level that significantly increases the probability of a visit. ...
Purpose - The “new normal” is the period of adaptation during the pandemic COVID -19 that
affects both daily and economic activities, leading to the application of strict health regulations in
public places such as shopping malls, tourist sites and gastronomic areas. The appearance of the
physical service landscape is adapted to the new normal health regulations. The aim of this study
is to firstly investigate the influence of the new regulations with the mediating variable of physical
service landscape on QSR visit intention. Second, this study aims to examine the influence of
Theory of Planned Behavior (TPB) on QSR visit intention.
Design/methodology - This study uses convenience sampling on mall visitors in Surabaya who
also visit QSR during the COVID-19 pandemic, starting from July to December 2020. The study
sample is 313 visitors which are acquired through questionnaires distributed both online and
offline. The data will be analyzed using the technique PLS-SEM 3.0.
Findings - Firstly, in the direct path, the results showed that the new-normal regulation significantly
influences physical servicescape (exterior design, interior design, and QSR location). Secondly,
TPB, which are attitude, subjective norm, and perceived behavioral control, significantly influence
QSR visiting intention. In the indirect path, new-normal regulation significantly influences visitors’
intention towards the mediating variable of interior design, while in contrast exterior design and
QSR location do not significantly mediate.
Originality - This study specifically discusses the changes in the design of the physical service
landscape since the implementation of the new-normal regulation caused by the COVID-19
pandemic, which both directly and indirectly influences the behavior of visitors in public areas.
Research implication/practical implication - In terms of literature, this study contributes to a
deeper understanding of the healthcare service landscape, which interacts with both architecture
and marketing, in terms of individual behavior. Furthermore, this study practically helps mall
management in deciding the marketing strategy and QSR outlet management to survive in the
pandemic by following applicable healthcare protocols.
... For example, whilst people generally pay strongest attention to visual cues [44,45], EEG and eye-tracking analyses found that in conflict-ridden destinations, risk-motivated tourists shift their attention to verbal cues [46]. The combination of EEG and eye tracking is also valuable in understanding tourists' perceptions, attitudes, and responses to service atmospherics [47]. Pupil dilation has long been used to measure emotional reactions, both positive and negative [43,48], and eye-tracking heatmaps and scan paths show distribution and sequences in visual attention [43]. ...
Over the past three years, travel agents, enterprises and destinations have switched almost entirely from traditional to digital marketing methods, relying strongly on search engines and social media. They consider these methods as faster, more flexible, financially more efficient, and with wider reach. Most importantly, they provide customer data and feedback, with precise targeting of different messages to different market sectors, with rapid measures of success. This, however, leads to fragmentation of information reaching tourists, which itself affects destination image. This seems unavoidable with continuing competition between platforms; hence, the agents, enterprises and destinations need multichannel marketing. In addition, since most search engines and social media are international, cultural context is a critical component of communications, in style and content as well as language. This may now include multiple sensory detectors and sources, including visual, sound, and haptic. As tourists increasingly garner information independently, travel agents have greater incentives to seek exclusive control over sales of specific products.
