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Impact of color on marketing
Abstract
Purpose
Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that managers understand the importance of colors in marketing. The study is designed to contribute to the debate.
Design/methodology/approach
This article reviews the literature relating to color psychology in the context of marketing, highlights inconsistencies and controversies surrounding the color psychology, and, examines the impact of colors on marketing.
Findings
Findings of the study are that managers can use colors to increase or decrease appetite, enhance mood, calm down customers, and, reduce perception of waiting time, among others.
Research limitations/implications
The direction for future research and limitations of the study are presented.
Originality/value
Reviews the literature relating to color psychology in the context of marketing.
... Color in packaging can help consumers imagine different brands and is required by businesses to differentiate their products from those of competitors (Aydin and Özer, 2005). Color is a good source of information because it is estimated that colors account for 62-90 percent of people's assessments and evaluations (Singh, 2006). According to G Gordon et al. (1994), packaging color is a non-verbal characteristic that can communicate a product's meaning and have a direct impact on consumer evaluations and brand selection. ...
... Packages, for example, should be designed in more activating colors like red and blue, which are best for impulse purchases (Crowley, 1993). Furthermore, different colors convey different meanings to consumers based on cultural and religious differences in color perceptions (Singh, 2006). Consumers are more likely to buy products whose packaging colors match their cultural values, according to previous research (Agariya et al., 2012;Grossman and Wisenblit, 1999). ...
... Another reason could be that the functions of color help customers form an initial impression of products (Sutton, 2004). Additionally, previous research has established a strong correlation between color and purchase intention (Aydin and Özer, 2005;Kauppinen-Räisänen, 2014;Singh, 2006). ...
Packaging design has developed into one of the most powerful tools for influencing consumer purchase preferences in today's competitive product retailing market. The purpose of this study is to determine whether consumers' interest in product packaging (i.e. color, image, material, printed information, and typography) correlates with their purchasing intention. The paper surveyed a focus group of 18 to 35-year-olds in Ho Chi Minh City to learn about their interest in product packaging. Before applying regression, a preliminary statistical investigation was conducted that included reliability and normality analyses. According to focus group research, product packaging has a sizable impact on consumer purchasing intentions. Finally, the study concluded that businesses can not afford to overlook the impact of product packaging on consumer purchasing behavior and must establish a package design standard in order to conduct more effective marketing campaigns.
... Ahmed (2020), in his study, found that the visual element of advertising on social media, namely color, image, design, and typography, has significantly impacted consumer behavior. According to Singh (2006), color is defined as "the light carried on wavelengths absorbed by the eyes that the brain converts into colors that we see." The light can be decomposed into a spectrum of six different colors, such as red, orange, yellow, green, blue, and purple (Singh, 2006). ...
... According to Singh (2006), color is defined as "the light carried on wavelengths absorbed by the eyes that the brain converts into colors that we see." The light can be decomposed into a spectrum of six different colors, such as red, orange, yellow, green, blue, and purple (Singh, 2006). He also argues that about 62-90 percent of people make up their minds about initial interaction with a product dominantly assessed based on color. ...
... Moreover, Singh (2006) argued that color forms consumer attitudes and generates positive or negative evaluations. ...
Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.
... İnsanlar görme duyusu aracılığıyla renk ve şekle doğrudan tepki vermektedirler (Perry ve Wisonm, 2003). Renk, şekle kıyasla daha güçlü ikna kabiliyetine sahip olan, marka imajı sunan ve akıldan çok duygulara hitap eden önemli bir araçtır (Singh, 2006). Renk araştırmaları 1971 yılına kadar uzanmaktadır ve bu araştırmalar renk, duygu ve algı arasında bir ilişki olduğunu göstermektedir (Grimes ve Doole, 1998). ...
... Bazı görüşler, insanların renklere karşı verdikleri tepkilerin sabit olduğunu ve herkes için geçerli olduğunu ileri sürerken, karşıt görüşler ise renklere karşı verilen tepkilerin ve tercihlerin kültüre, cinsiyete ve yaşa göre değişebildiğini iddia etmektedirler (Singh, 2006). İnsanların renk algısının belirli kültürel ve dil engellerine rağmen nispeten benzer olduğunu gösteren çalışmalar bulunmaktadır (Kay, 1978;Davidoff, 1991). ...
... Renkler, her yerde bulunur ve bir bilgi kaynağıdır (Singh, 2006;Lehu, 2007). İnsanlar, insanlarla veya ürünlerle ilk etkileşimlerinden sonraki 90 saniye içinde karar verirler ve değerlendirmelerin yaklaşık yüzde 62-90'ı sadece renklere dayanmaktadır (Singh, 2006). ...
Markalaşma sürecinde önemli konulardan biri renk seçimidir. Markalar logo tasarımından başlayarak tüm kurumsal kimlik ve pazarlama materyallerinde belirli bir renk temasıyla içerik üretmektedir. Bu durum yeni oluşturulan markaların yanı sıra markaların yeniden konumlandırma süreçlerinde de gözlemlenmektedir. Tüketiciler geleneksel ve dijital medya kanalları aracılığı ile sürekli olarak markaların görsel unsurlarına maruz kalmaktadır. Bu noktada tüketicilerin markalara, ürünlere ve sektörlere karşı geliştirdiği bir renk algısı bulunmaktadır. Tüketicilerin belirli bir konuda en çok maruz kaldığı renkleri tespit etmek günümüz teknolojisi ile mümkündür. Tüketicilerin en çok maruz kaldığı renkleri tespit etmenin markalaşma sürecinde renk kararını etkileyen bir rolü bulunmaktadır. Bu doğrultuda araştırmanın amacı marka yönetiminde renk seçimine yönelik bir model önerisi ortaya koymaktır. Araştırmada ortaya koyulan model bir vaka analizi ile açıklanmıştır. Vaka analizinde, bankacılık sektörüne yönelik veri tabanı oluşturulmuş ve elde edilen görseller “k – means” kümeleme yöntemi ile analiz edilmiştir. Analiz sonucunda bankacılık sektörünün en yoğun kullandığı beş renk tespit edilmiştir. Bu çalışma Türkçe literatürde markaların renk seçimine yönelik sistematik çıktılar ortaya koyan ve bir renk seçim modeli öneren ilk çalışmalardan biridir.
... Conversely, restaurants widely use hot colors (e.g. orange, red) in logos and promotions because such colors are believed to trigger taste and appetite (Singh, 2006). Sustainable restaurants are faced with a dilemma regarding the color green. ...
... Color is one of the external sensory cues that consumers unconsciously process as critical information when making purchase decisions (Lim et al., 2020). Research shows that colors stored in memory are associated with mental concepts that become product stereotypes (Grossman and Wisenblit, 1999;Singh, 2006). Stereotypes deliver symbolic messages that trigger affective responses leading consumers to assume product attributes, functionality, taste and quality (Becker et al., 2011;Karnal et al., 2016). ...
... Based on stereotypes, color can prime consumers to access information associated with product attributes (Gerend and Sias, 2009;Janiszewski and Wyer, 2014). Restaurant marketing widely uses orange, a warm color, as it is appropriate for hedonic products/services and has been found to affect metabolism and stimulate appetite (Singh, 2006). The color green is widely used in food packaging (Seo and Scammon, 2017) and in sustainable restaurants (Gerend and Sias, 2009) as it is commonly associated with health and eco-friendliness. ...
Purpose
This study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.
Design/methodology/approach
Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design ( n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design ( n = 220).
Findings
The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.
Practical implications
The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.
Originality/value
This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.
... É comum que empresas utilizem-se de cores em seus produtos para influenciar a percepção e o comportamento dos Consumidores (Javed & Javed, 2015) [1]. De acordo com Singh (2006) [2], cerca de 70% a 90% da apreciação de um produto se dá por meio das cores. (Yu et al.2017) [3] destacam que a aquisição de um produto depende das cores, ou esquema de cores, esperados ou preferenciais. ...
... É comum que empresas utilizem-se de cores em seus produtos para influenciar a percepção e o comportamento dos Consumidores (Javed & Javed, 2015) [1]. De acordo com Singh (2006) [2], cerca de 70% a 90% da apreciação de um produto se dá por meio das cores. (Yu et al.2017) [3] destacam que a aquisição de um produto depende das cores, ou esquema de cores, esperados ou preferenciais. ...
A maior parte da apreciação de um produto se dá por meio das cores e, se estas forem mal utilizadas, podem levar ao insucesso. O objetivo do presente estudo foi verificar se a cor do recipiente influencia na percepção do esforço a ser exercido para abrir embalagens de água mineral com tampa de rosca. Para isso, foram utilizadas três embalagens com formatos idênticos, porém em três cores diferentes: vermelha, azul e transparente. Os sujeitos não podiam tocar nas embalagens, apenas observa-las e em seguida classifica-las em uma Likert (com ideogramas) de três pontos. Os resultados mostram que jovens e adultos consideraram a embalagem de cor azul como aquela que aparentemente requer menos esforço para ser aberta, enquanto que para os idosos aparentemente é necessário menos esforço para abrir a embalagem transparente. Em todos os casos a embalagem vermelha foi relacionada ao maior esforço, havendo diferença significativa quando comparada com as demais embalagens. No entanto, não houve diferença significativa quando as embalagens azul e transparente foram comparadas entre si.
... Berdasarkan kajian lepas (Bottomley & Doyle, 2006;Hynes, 2009;Ridgway & Myers, 2014) dalam bidang psikologi telah mengkaji bagaimana warna memberi impak persepsi pengguna terhadap logo. Pengguna mempunyai kecenderungan untuk melakukan pertimbangan awal terhadap manusia, sesebuah produk dan persekitaran dalam tempoh 90 saat ketika mereka berinteraksi dan 62 -90 % pertimbangan itu dilakukan berdasarkan warna (Singh, 2006). Kajian Kanner (1989) dan Singh (2006) Melalui pembacaan pengkaji berkenaan dengan literatur yang berkaitan dengan logo terdapat perbincangan khusus berkaitan dengan penggunaan logo dan impaknya dalam pebagai konteks pemasaran. ...
... Pengguna mempunyai kecenderungan untuk melakukan pertimbangan awal terhadap manusia, sesebuah produk dan persekitaran dalam tempoh 90 saat ketika mereka berinteraksi dan 62 -90 % pertimbangan itu dilakukan berdasarkan warna (Singh, 2006). Kajian Kanner (1989) dan Singh (2006) Melalui pembacaan pengkaji berkenaan dengan literatur yang berkaitan dengan logo terdapat perbincangan khusus berkaitan dengan penggunaan logo dan impaknya dalam pebagai konteks pemasaran. Di antaranya: 1) Pengiklanan (Boerman, van Reijmersdal, & Neijens, 2015); 2) Isu jenama seperti produk berjenama mewah (Butcher, Phau, & Teah, 2016); 3) Isu pemasaran masyarakat seperti pemasaran yang berkaitan dengan kanak-kanak (Arnas, Tas, & Oğul, 2016) dan jantina (Otterbring et al., 2018); 4) Kedai atas talian (DiRusso, Mudambi, & Schuff, 2011); dan 5) Halaman sesawang / aplikasi telefon pintar (Wang & Li, 2017). ...
Kajian ini berkenaan dengan Penggunaan Logo Halal Di Premis-Premis Makanan Di Negara Brunei Darussalam.
... Spence explains that within home environments visual appraisal is the core stimulus that influences behaviour. Singh (2006) suggests contrasting beliefs exist in relation to the influence of colour. Some believe responses are stable whereas others indicate they influence behaviour due to cultural, gender, and age-related factors (Singh, 2006). ...
... Singh (2006) suggests contrasting beliefs exist in relation to the influence of colour. Some believe responses are stable whereas others indicate they influence behaviour due to cultural, gender, and age-related factors (Singh, 2006). A suitable external (e.g., space to engage with technology) environment is therefore essential to unfold online dimensions of garment evaluation ; ). ...
This chapter is centred around the luxury unstitched apparel market of Pakistan and interactive virtual fitting room tools of fashion e-commerce such as 3D mobile app scanners, virtual reality, augmented reality, and mixed reality. Interactive virtual fitting room tools have been developed extensively for the advantage of both consumers and fashion retailers to improve online shopping experience (Idrees et al., International Journal of Economics and Management Engineering 14:318–333, 2020b). Thus, the chapter discusses the Pakistani luxury unstitched apparel market (Faust & Carrier, Textile Research Journal 79:1446–1458, 2009), for the enhancement of Pakistani fashion e-commerce interfaces by utilising interactive virtual fitting room tools. The discussion of luxury unstitched apparel products demonstrates that the products are loved across the borders because of their garment customisation, talent, and craftsmanship, and this demand is flourishing and expanding rapidly due to exquisite quality and design uniqueness (Rehman, A cross-border fashion jaunt, 2014). Unstitched apparel products are sold in separate garment pieces normally declared as 2-piece and 3-piece suits. For instance, the upper garment includes separate fabric pieces or one full piece of fabric offering the front, back, and sleeves along with separate one piece of fabric for the lower garment, which is adorned with various options such as printed and embroidered fabric pieces. Nevertheless, Pakistani fashion e-commerce platforms lacks= the web 3.0 technology virtual fitting room tools. Therefore, there is a need to incorporate virtual size and fit prediction, customisation, and virtual fashion viewing interactive tools. The virtual fitting room tools discussed in the chapter provide customisation approaches along with size recommendations and virtual trying on with 3D product visualisation (in 360-degree rotation), which generate beneficial competition amongst online retailers. The Lemon and Verhoef (Journal of Marketing 80:69, 2016) model is employed to present a sustainable mass-customisation e-commerce business model by combining virtual fitting room tools and luxury unstitched apparel products. The luxury unstitched apparel products are sustainable because they are customised according to personalised body dimensions which adds the benefit of reducing wastage of fabric due to mass production. Moreover, such demonstrations intersecting luxury unstitched apparel product with interactive virtual e-commerce tools would be beneficial for worldwide markets to employ in mass-customisation business approaches.KeywordsUnstitched ApparelPakistanFashion e-commerceSustainableMass-customisationLuxury FashionVirtual RealityAugmented Reality3D Body ScanningMobile app scanner
... Colour: Colour perception relates to emotions and can vary from trend, culture or gender, so for example men tend to tolerate neutral colours better than females. Red and yellow are the most popular colour choices among fast food eateries because they apparently attract customer attention and stimulate their appetite (Singh, 2006). Even though blue is shown to have decreasing effect on customer appetite, formal restaurants tend to use is often because it has a calm effect and is shown to be relaxing restaurant customers and bringing them in state of comfort and satisfaction. ...
... Even though blue is shown to have decreasing effect on customer appetite, formal restaurants tend to use is often because it has a calm effect and is shown to be relaxing restaurant customers and bringing them in state of comfort and satisfaction. Colour also have influence on waiting time, so with blue colour time is seemingly passing quicker, while with red colour time seems to be passing slower (Singh, 2006). Colour shapes environments and creates specific feelings or attitudes. ...
Interior design is the art and science of enhancing/planning the layout and furnishing of the inner section of the building, to achieve a healthier and more aesthetically pleasing environment for the end user. Interior design element includes Colour, Furniture, Layout, Lighting, Ventilation, Wall design, Music, Nature, Equipment, and Informative Graphics. This study is aimed at evaluating the impact of interior design on customers' patronage in eateries. The methodology employed involves descriptive analysis, 121 questionnaires were distributed among students of Ahmadu Bello University, Zaria in two (2) selected eateries. The data obtained was analysed to rank features obtained from literature and pre-survey visits. Findings from the study indicate that interior design is the second most important factor after the quality of food that determines customers' patronage to eateries. The study also established that colour/aesthetics, furniture and spatial layout are the most important interior design parameters in eateries. The study concluded and recommends that proper interior design not only attracts customers but also retain them. Hence, designers should make it a priority when designing eateries.
... Research not only on packaging but also packaging colour has focussed on its impact on consumers in the retail context (Lee et al., 2014;Martinez et al., 2021). For example, the essence of colour was stressed by Singh (2006), who argued that 62-90% of consumer purchasing decisions are based on colour. ...
... In stores, this function is particularly essential, as brands strive to stand out on crowded shelves. Our finding that colour may be used to attract consumers' attention, evoke aesthetic appeal and communicate meanings related to brands and products is consistent with the results of earlier studies (Magnier and Schoormans, 2017;Singh, 2006). We found that colour communicates environmental meanings (Herbes et al., 2020) and the quality of the colour origin (authentic or synthetic) in the retail setting. ...
Purpose
Research has largely disregarded consumer–packaging interaction in contexts other than retail. Focusing on the powerful cue of colour and consumers’ pleas for sustainability and drawing on the customer journey and moments of consumption, this study investigates how packaging colour meanings are redefined from retail to home and how the meaning of sustainability for colour transforms.
Design/methodology/approach
A qualitative methodology was employed with 27 informants, who were interviewed in pairs or in small groups of three.
Findings
First, colour meanings emerge outside the retail context, confirming the idea of the packaging journey. Colours are dynamic, as meanings are redefined throughout the voyage. In retail, colour conveys brand, product, environmental and origin-related meanings, while at home it conveys product, food- and health-related meanings. At the end of the journey, colour communicates disposal, environmental, health and origin-related meanings. Second, the meaning of sustainability for colour transforms during the voyage from being conveyed by a colour hue to being perceived as a material and, therefore, as a waste and recycling concern.
Originality/value
The study adds insight into the role of colour in the packaging life cycle, wherein colour transforms from a visual packaging cue to an issue of materiality. The recyclability of colours is a prevailing sustainability issue that deserves attention within the packaging industry. The study argues that although the consumer–packaging interaction in the retail context is essential, managers should recognise that the interaction continues with colours from in-store purchase decisions to consumers’ homes (use and recycling).
... Psikologi warna adalah studi tentang bagaimana warna yang berbeda dapat memengaruhi emosi (Tutssel, 2000), perilaku, persepsi manusia, keputusan pembelian (Hinestroza & James, 2014;Sliburyte & Skeryte, 2014), kualitas produk dan harga (Singh, 2006), dan personalitas merek. Dalam pemasaran, psikologi warna sering digunakan untuk menciptakan branding visual yang kuat yang beresonansi dengan konsumen di tingkat bawah sadar. ...
... Salah satu ciri utama psikologi warna adalah bahwa warna yang berbeda dapat memiliki efek yang berbeda pada orang tergantung pada latar belakang budaya, pengalaman pribadi, dan faktor kontekstual lainnya. Misalnya, warna merah merangsang nafsu makan karena pengaruhnya terhadap metabolisme kita, menjadikan merah pilihan warna yang populer di kalangan restoran cepat saji (Singh, 2006). ...
PSIKOLOGI PEMASARAN SOCIETY 5.0
(Strategi Penjualan Maksimal Era Society 5.0)
Bagian 1 Pengantar(Prof. Dr. Yoesoep Edhie Rachmad, Ph.D)
Bagian 2 Perkembangan Ilmu Psikologi Pemasaaran (Erwin, S.E., M.M)
Bagian 3 Psikologi Prilaku Konsumen (Rahmad Solling Hamid, S.E., M.M)
Bagian 4 Komponen Psikologi Pemasaran (Dr. Ni Nyoman Suarniki. M.M)
Bagian 5 Konsep & Prinsip Psikologi Pemasaran (Dr. Elia Ardyan, S.E., M.BA)
Bagian 6 Hubungan Psikologi dan Bauran Pemasaran (Dr. Ir. Ahmad Syamil, M.BA)
Bagian 7 Analisis Psikologi dan Pemasaran Digital Era Society 5.0 (Dr Zunan Setiawan, SE., MM)
Bagian 8 Penerapan Psikologi Strategi Penjualan Fear of Missing Out & Kelangkaan (Efitra, S.Kom., M.Kom)
Bagian 9 Penerapan Psikologi Startegi Penjualan Efek Verbatim & Story Telling (Sepriano, S.Sos., M.Kom)
... Pode-se definir como um influenciador do processo decisório do consumidor os estilos de embalagens, assim como suas cores e formas. Estudos realizados propõem que as cores são percebidas de formas variadas pelos seres humanos (AMPUERO & VILA, 2006;SINGH, 2006;TUTSSEL, 2000), além de terem o potencial de influenciar a percepção dos consumidores (TUTSSEL, 2000;AMPUERO & VILA;2006). Entretanto, esses estudos não são exaustivos. ...
... Pode-se definir como um influenciador do processo decisório do consumidor os estilos de embalagens, assim como suas cores e formas. Estudos realizados propõem que as cores são percebidas de formas variadas pelos seres humanos (AMPUERO & VILA, 2006;SINGH, 2006;TUTSSEL, 2000), além de terem o potencial de influenciar a percepção dos consumidores (TUTSSEL, 2000;AMPUERO & VILA;2006). Entretanto, esses estudos não são exaustivos. ...
As cores exercem uma influência significativa no comportamento das pessoas. Estudos na área de psicologia comprovam a importância do planejamento das cores nas atividades administrativas. O presente estudo teve como objetivo identificar o impacto das cores na percepção dos consumidores. Para tanto realizou-se uma pesquisa de levantamento com o intuito de identificas as cores de maior impacto na elaboração de embalagens de 12 produtos de consumo selecionados assim como as marcas destes produtos mais consumidas. O método deste estudo foi o de uma pesquisa de levantamento (survey) com uma amostra de 114 consumidores entrevistados em 3 supermercados da cidade de Santa Maria-RS. Verificou-se uma forte tendência com relação a preferência das combinações de cores em quase todos os produtos pesquisados. Observou-se ainda uma forte incongruência entre a combinação de cor favorita e a marca favorita de Café Solúvel. Também se identificou algumas diferenças significativas de comportamento de consumo e preferência por marcas em comparação com o sexo dos pesquisados. Desta forma, sugerem-se estudos futuros com o intuito de contribuir com pesquisas de maior relevância e que expliquem as relações entre as cores e o comportamento dos consumidores.
... Colour can also help people by holding them back from potential risks, such as a red warning sign before opening a phishing website [18]. A harmful intervention that facilitates actions is red and yellow colours frequently used as part of fast-food brand logos to draw people's attention, which may increase the temptation for junk food [19]. Another harmful intervention is displaying resort fee disclosures in a small font to deter people from noticing the fees. ...
Public and private institutions have gained traction in developing interventions to alter people's behaviours in predictable ways without limiting the freedom of choice or significantly changing the incentive structure. A nudge is designed to facilitate actions by minimizing friction, while a sludge is an intervention that inhibits actions by increasing friction, but the underlying cognitive mechanisms behind these interventions remain largely unknown. Here, we develop a novel cognitive framework by organizing these interventions along six cognitive processes: attention, perception, memory, effort, intrinsic motivation and extrinsic motivation. In addition, we conduct a meta-analysis of field experiments (i.e. randomized controlled trials) that contained real behavioural measures (n = 184 papers, k = 184 observations, N = 2 245 373 participants) from 2008 to 2021 to examine the effect size of these interventions targeting each cognitive process. Our findings demonstrate that interventions changing effort are more effective than interventions changing intrinsic motivation, and nudge and sludge interventions had similar effect sizes. However, these results need to be interpreted with caution due to a potential publication bias. This new meta-analytic framework provides cognitive principles for organizing nudge and sludge with corresponding behavioural impacts. The insights gained from this framework help inform the design and development of future interventions based on cognitive insights.
... The perception of colour itself is formed in the human brain. The pulse of light absorbed by the visual organs is sent to the brain, where it causes a sensation of colour (Singh, 2006). According to Westland and Won (2017), certain cells in the eyes are known to send signals to the hypothalamus, an intermediate part of the cerebellum. ...
The study examines the potential of colour psychology in Lithuanian advertising, acknowledging that the application of colour psychology may vary among countries. The theoretical overview outlines the concept of colour psychology and evaluates its use in advertising. The research objective is to assess how colour psychology can be effectively implemented in Lithuanian advertising campaigns. The study aims to explore the potential of colour psychology in Lithuanian advertising. The analysis will investigate the use of colour psychology in Lithuanian advertising. Methodology of the study included a review of the scientific literature and two structured questionnaire surveys of both consumers and industry experts. The study showed that when comparing user and expert surveys, both groups agreed that properly selected colours that evoke positive emotions have a strong influence on consumer emotions and even actions. However, when comparing the theory with the results obtained in the user questionnaire, it appears that Lithuanians assign slightly different associations to corresponding colours than foreign authors. Carefully selected colours that evoke positive emotions in advertisements can attract consumers' attention and potentially encourage purchases of the depicted brand. In order to choose the right colours to communicate in advertisements, it is important to analyse the audience to which the advertisement will be presented and to clarify the values that the brand cherishes and what the specific colour used in the advertisement is intended to tell consumers about the product or service.
... Color has signifi cant meaning for and impact on individuals when used purposively in painting (Agoston 2013), fashion (Kodžoman 2019;Kodžoman et al. 2021), interior design (Y.-C. Shen et al. 2000), marketing (Amsteus et al. 2015;Babolhavaeji et al. 2015;Grossman and Wisenblit 1999;Mohebbi 2014;Singh 2006), and fi lmmaking (Aitken and Zonn 1994;Bakony 1974;Brown et al. 2012;Chen et al. 2012;Flueckiger 2016). Likewise, in media theory, literacy, and production courses, color is considered an eff ective tool of symbolism and a means of eliciting emotional and even physiological responses (Bellantoni, 2005;Zettl, 2017). ...
The study reported herein investigated the possible affective and cognitive impact of presenting viewers with video footage processed for a prototype multi-primary (4P) display vs a traditional 3P, RGB display. Specifically, differences in feelings of awe were assessed via a within-and- between-subjects experimental design. Participants viewed NASA footage of Earth from the International Space Station on 3P and 4P displays. Feelings of awe were assessed after each video presentation. Results indicated that the 4P footage inspired greater feelings of awe than the standard 3P footage, indicating that wide-gamut video on multi-primary displays may be more affectively powerful than traditional RGB video.
... Ninety seconds is the average decision time after the first interaction with the product, and 62-90 % of that evaluation is based on color (Singh, 2006). Color is a crucial sensory attribute that guides consumer expectations and perceptions of foods and beverages regarding taste, flavor, safety, and nutritional value (Sigurdson et al., 2017). ...
... Green is a colour that summons up associations with spring (i.e., life reborn), naturalness [32], and also with ecology and something that is environmentally friendly [33]. These associations are very often used in the process of marketing impact on recipients [34], which is clear from the word 'green' in the term for the type of energy discussed herein. Green energy is so called clean energy from renewable sources, which, unlike fossil sources, does not pollute the environment [35]. ...
The purpose of this article is to identify the ways in which young Polish individual recipients interpret green
energy, taking into account their gender, and to segment the respondents on the basis of this demographic
feature. Based on the results of the literature analysis, a cognitive gap and a research gap with regard to the ways
in which young individual recipients interpret green energy can be confirmed. Moreover, these aspects have not
been analysed in the approach proposed in this article. In order to reduce the identified gaps, four research
hypotheses were formulated and empirically verified. For this purpose, empirical studies were carried out. The
survey method was used to collect primary data. The research covered 311 representatives of Polish young individual
recipients aged 18–24. Primary data were subjected to quantitative analysis including tests and methods
of statistical analysis. The most important results of this analysis include the discovery of: 1/a hierarchy of ways
of interpreting green energy, taking into account the gender of the respondents, 2/the existence of dependencies
between the four ways of interpreting green energy and the gender of the respondents, 3/homogeneous groups of
respondents showing analogous ways of interpreting green energy among all respondents, as well as among the
surveyed women and men. The conclusions drawn from research show a high cognitive and application value.
They contribute to the theory of marketing, especially to the theory of experience marketing. They also offer
important clues to managers, facilitating making the proper marketing decisions that can strengthen positive
associations of green energy supporters and change the negative associations of sceptics.
... The inclusion of academic literature on graphic design and photography in the analysis suggests an interest in understanding how the technical aspects of images might be related to the user engagement [24]. For example, composition, lighting, colour, or other visual elements of images might affect viewers' appeal [25,26]. By examining these elements through the lens of graphic design and photography literature [27,28], it is possible to gain a deeper understanding of the image features that contribute to image engagement [29]. ...
... In addition, from the consumer's point of view, the choice of color is more than 62% involved, which not only distinguishes products from competitors, but also affects mood, feeling, positivity, and negativity, which plays a role in forming an attitude toward consumer products [23]. However, colorful images do not always bring good marketing results, and depending on the situation, they may give a more intense feeling when using achromatic colors [24]. ...
Marketing is a strategy for the sale of goods. Most shopping malls and vendors value this, and it is also a measure of the company's success. To this end, strategies are established through marketing departments or specialized companies, and related data is collected directly. Data analysis uses some tools, but in the end, data must be collected directly, and most of the tools that collect automatically only use SNS networks. In this paper, we present a design method for programs that can be fundamentally utilized without customizing or providing the functions of existing data analysis tools. In the program, HTML structures for commonly used shopping malls, not SNS, are predefined and prepared for immediate use of crawling techniques, and some textual data are generated as Excel files. This can be applied in real time, and some artificial intelligence and emotional analysis are applied to the image to help make an objective evaluation.
... Based on the presented web design trends and gamification approaches and frameworks [6,17,38] as well as user requirements, we developed a career guidance platform that metaphorically visualizes a journey through the career choice jungle. Regarding the appearance, the platform uses predominantly warm colors for the jungle visualization, such as orange and yellow, which are rather stimulating and friendly, as well as blue and green (colder colors), which have a calming effect and seem rather trusting/reliable and natural/living and earth tones, which are organic, close to nature [32,73]. Overall, we have chosen a wide spectrum of colors. ...
... 129139). It plays a great role in acquiring certain responses from consumers because they make up their minds within 90 seconds after their initial interactions with products (Singh, 2006). Through colors, a brand can create a strong visual identity as well as position itself among competitors in the marketplace. ...
The issue of trade liquidity analysis is continuously current,
significant and complex. Starting from that, this paper analyzes the liquidity
of Serbian trade for the period 2013 - 2021 based on ratio analysis,
regression analysis and the MARCOS method. The aim and purpose of this is
to identify key factors in the function of improving the liquidity of Serbian
trade by controlling them more effectively. In this particular case, the
coefficient of determination is high at the level of statistical significance (
Adjusted R Square .995; Sig. F Change .004). According to the regression
analysis, the influence of certain factors on trade liquidity in Serbia is
different. Important factors in this particular case include the size of the
company and efficiency. Their effective control can influence the
achievement of the target liquidity of trade in Serbia. According to the
results of the MARCOS method, the best liquidity of trade in Serbia was in
2021. The following are: 2019, 2018, 2020, 2017, 2016, 2013, 2015 and
2014. Effective management of working capital and sources of their
financing can, among other things, influence the achievement of the target
liquidity of trade in Serbia.
... Color is argued to be the most distinctive visual cue in packaging (Singh, 2006), but its effects depend on many factors such as attention level (Brignell et al., 2009), product consumption frequency (Lick et al., 2017), cultural context , consumer sensitivity to design (Becker et al., 2011), and the product itself (Zellner et al., 2018). A recent review summarized the multiple roles of packaging color on consumers' expectations and perception of identity, taste, flavor, fragrance, healthiness, and willingness to pay. ...
The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. The book is divided into several sections that build on each other to create a coherent narrative and provide a thorough analysis of the topic.
Section 2, introduces the concept of decision-making and its relevance to marketing, psychology, and neuroscience. This section also discusses the emerging field of neuroeconomics, which combines principles from neuroscience and economics to study decision-making processes.
Section 3, explores the science of neuromarketing, including its history, tools, and methods. This section also discusses the benefits of using neuromarketing to uncover hidden motivations of consumers and gain insights into their emotional and cognitive responses to marketing stimuli.
Section 4, focuses on individual differences in consumer behavior and preferences and how they can be studied using neuromarketing techniques. This section also explores the role of aesthetic properties of products in consumer decision-making.
Section 5, delves into the role of color in decision-making processes, including its properties, perception, and preference. This section also discusses the difficulties associated with studying color and its use in marketing.
Section 6, examines the wine industry and its properties, as well as consumer preferences in relation to wine. This section argues that wine is an ideal product for neuromarketing research due to its unique properties and consumer appeal.
Section 7, explores the concept of cross modal correspondence, which refers to the relationship between different sensory modalities such as color, taste, and aroma. This section discusses color associations and meanings, as well as their relationship with emotions and consumer expectations.
Section 8, focuses specifically on the use of color in the wine industry, including explicit and implicit consumer preferences. This section presents the results of empirical research on the impact of label color on consumer behavior and provides a detailed discussion of the findings.
Section 9, concludes the book and discusses potential new directions for research and the limitations of the current study. Finally, the book ends with a section on references and supplementary materials.
Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes.
... In a study by Satyendra (2006) named "Impact of color on marketing" researchers found that approximately 62 to 90 percent of snap judgments made about products are based on colors alone. Therefore, cautious use of colors can not only differentiate brands from competitors, but also influence moods, feelings, and attitudes of customers, whether positively or negatively. ...
... Çünkü özellikle 'göstergebilim değişik anlatım biçimleri arasındaki ilişkileri incelemektedir ve göstergebilimin soyutlama düzeyinin çok yüksek olduğu bilinmektedir. Anlam nereden gelir, nasıl bir işlevi vardır; nasıl betimlenir gibi sorular sorarak, anlam dizgelerinin nasıl sınıflandırılacağına ve değerlendirileceğine dair cevaplar aramaya çalışmaktadır' (Gümüş, 2012: 32 (Baudrillard, 2014;Al-Adaileh, 2012;Elgenius, 2005;Pastoureau, 2012;Pastoureau, 2005;Singh, 2006). Weber ile beraber çalışan antropolog Mauss'un (2011: 55-56) büyücülük üzerine yaptığı çalışmalar ve bununla beraber ondan öncekilerin bir büyü teorisi ortaya koyması, esasen toplumla ilişkisi olan birçok metafizik öğenin bile reel bir karakteristiği olduğunu ortaya koymaktadır. ...
... The colours related to a publisher's brand also have gendered intonations. Colour is a powerful marketing tool where "62-90 percent of the assessment [of an item] is based on colors alone" [50], p. 783), and the perceived gender of those colours influences how a consumer responds to the brand [41]. The socio-cultural 2 connections between darker blue and associated colours (such as the black in Tangent Books) as masculine and lighter pink as feminine (such as Victorina Press, with their purplepink logo) are evident in a Western consumer's gendering of the brand [39]. ...
In the consumer’s cultural landscape everything is gendered, including publishers. Some publishers lean into the gendered elements of their brand personality and make active choices to design their brand, and the books they publish, to engage with gendering elements of design, fonts, colours, and text. The consumer can utilise publishers as landmarks to understand which spaces are safe for them to perform their chosen self- and projected-identities, and form relationships based on these considerations. Ultimately, the consumer enacts a gendered performance of self in their cultural landscape and in doing so, they can choose to interact with publishers that embody different gendered elements within a complex discourse of consumerism, societal norms and expectations, and perceptions.
... When visible, the glycaemic value average and variability will have a respective colour associated. Colour is an important source of information, capable of influencing a person's mood and attitude (Singh, 2006). Enriching values with colours, allows for an easier and better interpretation of the values meaning. ...
... 116 Approximately 65 to 90% of product and services assessments are built on colours only. 117 As such, while a non-technical summary may be a helpful tool to inform the public and the public authority, it becomes useless when visualizations falsely trigger certain associations which may increase the prevalence of CUMB. ...
The environmental assessment literature has neglected the distorting effect of cognitive and unconscious motivational biases (CUMB) in environmental assessment processes. This is problematic because CUMB are present in most, if not all, decision-making situations and can significantly distort decision-making processes. This article assesses how debiasing techniques are, or should be, incorporated in (supra)national environmental assessment legislation. The Dutch case study undertaken for this article shows that EU and Dutch legislation do not sufficiently incorporate debiasing techniques to ensure sound environmental decision making. Furthermore, the extent to which Dutch legislation incorporates debiasing techniques was found to be decreasing. Based on these findings, the article presents ways to incorporate debiasing techniques in environmental assessment legislation more generally, and in EU and Dutch legislation in particular.
... Color is one of the most important components in design and marketing, and is linked to culture and religion [2]. Color in culture also correlates with its function as a natural dye [3]. ...
Purpose: This study aims to conduct experiments on enriching the intensity of traditional Balinese colors that are relevant to the application of color in modern interiors and architecture. Research methods:The research method uses online-based experiments by mixing Balinese colors with light and dark characters in a ratio of 66.7%: 33.3%. Mixing is done by crossing process and the results of the cross process are arranged into a Balinese color palette based on Additive Colors. Findings:The color cross method with a ratio of 66.7% light to 33.3% dark produces bali color variants with various tint intensities. The scan results on the Balinese print-based color composition arranged in the nawa sangha cosmology, which is processed online through the dopely.top website, produces relevant colors developed in modern interiors and architecture. The process of diversifying the color intensity will provide recommendations for its application to residential and non-residential interiors. Implications: Provide insight into the use of traditional Balinese colors to designers and architects, in an effort to preserve and strengthen tradition-based knowledge for the development of modern design science.
... It is now known that people make decisions within 90 s of their first interaction with a product. Approximately 62-90% of the evaluation is based on color alone (Singh, 2006); some of these decisions are emotion-driven and, therefore, escape consumer awareness (Alsharif et al., 2021). In this particular case, one needs neuromarketing techniques, defined as the application of neuroscientific methods to analyze and understand human behavior in relation to markets and marketing exchanges (Lee et al., 2007). ...
In our daily lives, we are constantly exposed to many stimuli, some of which influence our behavior without full awareness. One of these stimuli is color. In particular, our purchasing decisions are guided by individual color preferences. Color preferences influence various daily tasks. For example, people make decisions within 90 s of their first interaction with products, and approximately 60-90% of the evaluation of a product is based solely on its color properties. However, these types of behavior often escape consumer awareness, so marketing may need the help of neuroscience. Thus, it is necessary to place color preferences at the center of marketing strategies. However, few attempts have been made to unify the literature on the contribution of different color characteristics and the role of consumer characteristics. This article reviews scholarly articles that focus on the use of color in marketing, identifying salient features and highlighting limitations. Practical implications and future directions for this area of research are outlined, with a particular interest in neuromarketing. The results obtained will be useful for both basic research and companies that want to operate consciously in the use of color.
Fruit and vegetable (F&V) consumption is associated with a reduced risk of developing obesity and chronic diseases: however, only one in 16 Australian adults consume F&Vs at the recommended two servings of fruit and five servings of vegetables per day. What and how much people eat is influenced by their social and physical environments. Supermarkets are a key setting influencing food purchases, and as such, they can shape consumption patterns of F&Vs. Implementing effective strategies to increase F&V intake is crucial. The objective of this research was to test the feasibility of covertly modifying shopper purchasing behaviour to purchase more F&Vs using a visual divider nudge message (prompts) covering the entire base of shopping trolleys. Placards provided a visual representation of the recommended proportion of the trolley base that should be allocated to fruits and vegetables (implied social norm). Applying an intervention research design, 30 out of ~100 trolleys were fitted with the placards and shopper purchases were measured by collecting receipts to measure the weight (kg), total spending and F&V specific spending (Australian dollars) for intervention versus control trolleys for one weekend day only. We also conducted a short intercept survey that was administered independently from the research study day on non‐trial shoppers. Shoppers who selected trolleys with the divider nudge placards ( n = 102) purchased equal weight of F&Vs (Intervention: mean = 6.25 kg, SD = 5.60 kg, 95% CI = 5.14 kg, 7.35 kg, vs. Control: mean 6.03 kg, SD = 5.17 kg, 95% CI = 5.01 kg, 7.04 kg, p = 0.768) and spent equal amounts on F&Vs compared to shoppers in the control group ( n = 102) (Intervention: mean = $41.46, SD = $36.68, 95% CI = $34.25, $48.66, vs. Control: mean $39.85, SD = $33.30, 95% CI = $33.34, $46.39, p = 0.744). There was no difference in the total spending between groups (Intervention: mean = $135.99, SD = $90.10, 95% CI = $118.29, $153.68, vs. Control: mean $155.68, SD = $96.46, 95% CI = $136.73, $174.63, p = 0.133). The divider nudge placard did not lead to any difference in shoppers' purchases of F&Vs. However, this study demonstrates the feasibility of testing a cheap, simple and easy supermarket nutrition intervention. Larger studies are required to elucidate and confirm these findings over the longer term.
Purpose
The purpose of the perspective article is to review relevant literature on family business and ethnic fashion and establish links across identity (defined as culture, tradition, heritage and status) and fashion (color, design, pattern and fabric/texture) and internationalization (foreign market entry), and develop a conceptual model using the identity theory and qualitative method.
Design/methodology/approach
This is a qualitative study by design. We used a systematic research and ethnographic method for this study. Specifically, the author used the participant observation aspect of ethnography to collect information and images relating to ethnic fashion. Ethnography is a well-established methodology widely used in social sciences research, including fashion.
Findings
The study's conceptual model proposes that (1) ethnic fashion mediates the identity-internationalization relationship, (2) knowledge transfer moderates the identity-ethnic fashion relationship and (3) family business size moderates the ethnic fashion-internationalization relationship. It is also revealed that a person's status can be judged by their dress and fashion in under two minutes.
Research limitations/implications
This study is limited to the African continent, though it has 54 countries with a current population of about 1.5 billion people, which is expected to be roughly 2.5 billion by 2050.
Practical implications
Implications of the study for the entrepreneurs and family businesses are that they should realize the opportunities presented by ethnic African fashion and tap into the most crucial key to success—local design, color, fabric and patterns associated with meaning and messages. Cross-cultural collaborations and digital innovations can help the internationalization of African fashion while preserving local heritage and identity. Another implication is that quality and consistency in branding are equally essential to be on par with intentional luxury brands.
Social implications
The social implication of the study is that culture and fashion are correlated and influence designers' creations, reflecting and conveying identity, status and societal values. Fashion allows people to express their identity, individuality and values. The proper fashion and outfit can boost mood, self-esteem and confidence, resulting in healthy social interaction and mental health. Fashion can also raise social issues (e.g. inclusiveness, diversity and gender by featuring various models and designs) and environmental issues (e.g. sustainable practices local and ethical production).
Originality/value
The paper synthesizes ethnic fashion in the context of family businesses in Africa, highlights specific examples of ethnic fashion of African people with the potential for internationalization and proposes future fashion perspectives for family businesses. It adds value in that it focuses on fashion family businesses in the African continent.
The creation and management of content are among the main open issues for the spread of Augmented Reality. In Augmented Reality interfaces for procedural tasks, a key authoring strategy is chunking instructions and using optimized visual cues, i.e., tailored to the specific information to convey. Nevertheless, research works rarely present rationales behind their choice. This work aims to provide design guidelines for the localization of in-view and not occluded components, which is recurrent information in technical documentation. Previous studies revealed that the most suited visual cues to convey this information are auxiliary models, i.e., abstract shapes that highlight the space region where the component is located. Among them, 3D arrows are widely used, but they may produce ambiguity of information. Furthermore, from the literature, it is unclear how to design auxiliary model shapes and if they are affected by the component shapes. To fill this gap, we conducted two user studies. In the first study, we collected the preference of 45 users regarding the shape, color, and animation of auxiliary models for the localization of various component shapes. According to the results of this study, we defined guidelines for designing optimized auxiliary models based on the component shapes. In the second user study, we validated these guidelines by evaluating the performance (localization time and recognition accuracy) and user experience of 24 users. The results of this study allowed us to confirm that designing auxiliary models following our guidelines leads to a higher recognition accuracy and user experience than using 3D arrows.
Dünya ekonomisinin dinamosu olan turizm sektörü, hem gelişmiş hem de gelişmekte olan ülkelerde başlıca gelir ve istihdam kaynağı olmuştur. Elliden fazla sektörü bünyesinde bulunduran turizm, hızla yayılan teknolojik gelişmelerle işletmeler arası rekabeti arttırmış, uluslararası hizmet sektörünün ana aktörlerinden biri olmuştur. Emek yoğun bir alan olan turizm, artan istihdam olanakları doğrultusunda zamanla diğer tüm sektörler gibi yeni yönetim şekillerine ihtiyaç duymuş, farklı kültürleri yönetmedeki sorunları ve sürdürülebilir yönetim anlayışı gibi yeni ve önemli konuların araştırılmasına ihtiyaç duyulmuştur. Turizm sektörünün iş gücüne dayanan yapısı; yönetim anlayışının geliştirilmesi, çalışan-yönetici ve girişimcilik süreçlerinin iyileştirilmesine odaklanmayı da beraberinde getirmiştir. 21. Yüz yılda teknolojinin hızlanmasıyla birlikte turizmde de yapay zeka kullanımı, konaklama işletmelerinden yeme-içme sektörüne kadar yayılmış yeni uygulamaların kullanılması önemli bir ihtiyaç haline gelmiştir. Globalleşmeyle birlikte kolaylaşan ve ucuzlayan seyahat ihtiyacı, turizmi giderek çeşitlendirmiştir. Gastronomi turizmi; farklı deneyim arayan turistlere hitaben değişik kültürlerde farklı tatları tatma ve otantiklik duygusunu yaşamak adına günümüzde ön plana çıkmıştır. TURİZM ALANINDA ÇOK YÖNLÜ ARAŞTIRMALAR II kitabı, küreselleşme ve teknolojik gelişmeler kapsamında dünya ekonomisinde giderek önem kazanan turizm sektöründe ortaya çıkan yeni eğilimler hakkında çok yönlü bir kaynak olup üç ayrı bölümden oluşmaktadır. Kitap turizm sektöründeki profesyoneller ve bilim insanlarının yanı sıra farklı turizm eğilimlerini incelemek isteyen öğrenciler için de ilgi çekici bir kaynak niteliğindedir.
We perceive color everywhere and on everything that we encounter in daily life. Color science has progressed to the point where a great deal is known about the mechanics, evolution, and development of color vision, but less is known about the relation between color vision and psychology. However, color psychology is now a burgeoning, exciting area and this Handbook provides comprehensive coverage of emerging theory and research. Top scholars in the field provide rigorous overviews of work on color categorization, color symbolism and association, color preference, reciprocal relations between color perception and psychological functioning, and variations and deficiencies in color perception. The Handbook of Color Psychology seeks to facilitate cross-fertilization among researchers, both within and across disciplines and areas of research, and is an essential resource for anyone interested in color psychology in both theoretical and applied areas of study.
The color perception is a fundamental characteristic of humans. We use this capacity for an infinite number of activities. Even so, it has a strong subjective component, and many others factors can impact it. The color spaces were created to give an objective color measurement itself, one of the most used in the field of color measurement is the CIELab color space. The measurement of color combines multiple activities, from marketing, to dentistry, to cultural heritage; for instance color variations are used as degradation and conservation parameters. In this work, we propose a method to make automatic color measurements in a 3D context using a convolutional neural network to estimate the CIELab value of the acquired objects. In addition, a tool has been created to capture synthetic data for such research purposes. The proposed model has a very similar performance with the different illuminants that we explored.KeywordsColor measurementColor specificationCIELab
This chapter presents a method to capture a real-life customer decision-making process by inducing a synergy of different senses and simulation of show-rooming and web-rooming environments (Machavolu and Raju, MITS, International Journal of Business Research 1:1–14, 2014; Mehra et al., Showrooming and the competition between store and online retailers, 2013; Reid et al., International Journal of Business and Globalisation 17:364–383, 2016; Schiffman and Wisenblit, Consumer Behavior. Pearson Education Limited, 2015). These multiple-channel purchasing platforms and their accompanying set-ups have to be studied and understood as they can either promote or deter customer purchasing behaviours. Prior studies that have attempted to explore customer behaviour in decision-making processes of buying a product have not been able to effectively capture real-life settings of show-rooming and web-rooming platforms and their resulting experiences due to controlled experimental conditions of the buying environment (Arora and Sahney, International Journal of Retail and Distribution Management 45:762–781, 2017). This study will consider this gap and seek to address reviews of participants in multisensory show-rooming and web-rooming environments in real-life settings. Thus, photographic and video data collection method (Collier, American Anthropologist 59:843–859) and data matrix techniques (Nadin and Cassell, Essential Guide to Qualitative Methods in Organisational Research. SAGE, 2004) to analyse the data were employed in different dimensions of both the virtual and retail environments. A simulated environment of the store—which was a highlighted brand from focused group discussions—and home space were designed for reviewing customer behaviour using smart devices (Rompay et al., Psychology in Marketing 29:919–92, 2012). The store incorporated design layout such as dimensions, visuals, lighting, and wall-layout as well as the employment of space, auditory, olfactory, tactile dimensions to engage participants. Additionally, in the home space, non-responsive set-ups were designed via the elimination of the presence of warm/cool colours, to leave predominantly green spaces to allow for effective engagement with smart devices. These mock set-ups were used to conduct reviews of participants and their engagement within those spaces, to find the most suitable and comfortable multisensory environment and experience, to enhance the likelihood of purchase (Spence et al., Psychology and Marketing 31:472–488, 2014). Findings from this study illustrate the importance of the dimensions of home and retail spaces as well as the impact that multisensory experiences have on purchasing decisions. This is important since it informs not only customer experience but also their purchasing performances in the real retail industry.KeywordsShowroomWeb-roomingOmni-channelConsumer behaviourSimulated environment
Nudge theory, a field of economics, aims to gently induce desirable behavior in humans and has been primarily applied to personal finance and public policy issues. In this study, we extended nudge theory to the design field by inductively deriving specific nudge design strategies that can be applied to retail space branding. To this end, nudge design examples were collected, and from them, nudge design keywords were extracted. Then, these keywords were categorized according to the five experiential marketing modules: sense, feel, think, act, and relate. From the keywords, we derived 30 nudge design strategies for retail space branding. Finally, the applicability of these strategies was tested through case studies of well-known brand stores with links to existing literature. Space branding design is a comprehensive domain where environmental, graphic, and product design come together and where nudge design could be effectively applied. The results of this study might be used as a checklist in a retail project and serve as a communication tool between marketers and designers.
Color saturation—the color's purity and intensity (also known as vividness)—is a visual feature that has been under‐investigated in the context of green marketing. To advance knowledge of this topic, we performed five experimental studies to confirm that consumers tend to unconsciously associate low color saturation with a product's “gentler” impact on the environment. This perception of eco‐friendliness, in turn, increases their trust in the product maker's greenness. Our research disentangles the direct and indirect impact (via consumers' perceptions of materials' naturalness, product authenticity, and product durability) of low‐saturation colors on the perceived eco‐friendliness of consumer products. Furthermore, the results reveal that, by fostering perceptions of eco‐friendliness and green trust, such colors favorably influence consumers' behavioral intentions (i.e., their purchase intention and intention to pay a premium price for the product). Ultimately, the paper provides useful insights for companies and marketers interested in leveraging the meaning of color saturation to elicit perceptions of environmental compatibility.
Green color priming has been introduced as a cue for consumer perceptions of sustainability. Nevertheless, the color green is not necessarily effective in every brand’s sustainability strategy. This study aims to understand the impact of a brand’s color and gender in an investigation of the relationship between sustainability and brand equity, including perceived quality. This study examined Interbrand’s Best Global Brands, conducted an international online survey of more than 400 participants, and demonstrated the relationship between brand color, brand gender, and sustainability using the process macro analysis method. In study 1, it was found that the use of the color green in sustainability color strategy is limited depending on the brand gender of the Best Global Brands through case analysis. In the empirical analysis of study 2, it was discovered that a majority of brands created higher brand equity in the color green than in iconic colors when implementing sustainability strategies. However, brands with a high level of feminine personality with graceful and tender characteristics created a higher level of brand equity when implementing their sustainability strategies with iconic colors than with green. These findings suggest that iconic colors are more effective than the color green in sustainability strategies when the masculine personality level is low, and the feminine personality level is high.
Colour plays vital role in our lives. It arouses our emotions, perspectives and desires. It can be stimulating for one and calming for another. It sways one's thinking, changes attitude and action, and causes reaction. Considering its appeal, academicians, manufactures look upon colours as vital factors for product and design. It is looked upon as an influencer in consumer buying behaviour. On the other hand, the concept of headphone makes your hands free, portrays your style. In the present era of technology every individual spends majority of his time is on electronic devices (laptops, mobiles, tablets, i-pads, etc.). Headphone is one such device which has gained wide acceptance over the period of time. It is rightly said that headphones create an aura of privacy in public place. It gives one a feeling of personalization and opens up one's thoughts privately in public forum. While Gen Z constitutes fast tech savvy learners, they are determined, creative and capable of taking their own decisions firmly. They are considered as our first digital natives and informed consumers. They are the first generation of consumers who have fully grown up in the digital era. Influencing this generation of consumers is a great challenge as they look upon every facet of the product keenly. This paper studies about how colour affects the consumer behaviour of Gen Z with respect to headphones. Colours black, white, green, and yellow have been considered for study. The paper focuses on these four colours as influencers to buy the headphones along with what are the specific different features of headphone that influence the buying decision of Gen Z.
The current research aims to analyze the relational marketing application in higher education institutions. Quantitative descriptive research was done, composed of two variables and ten indicators that explain these effects. The results describe the level of relation and student service contentment through digital marketing tools and communication channels for students enrolled in face-to-face and online classes. It has been determined that the digital tools with a more significant relation level to online students in academic matters are Instagram and YouTube. In the communication field, the Facebook tool and web portals show the highest percentage as significant, on the other hand, the most used communication channels to establish a relationship with the university during pandemic times were: Call Center, WhatsApp, virtual rooms, and every online service.KeywordsMarketing relationshipSatisfactionHigher education marketingStudent serviceDigital toolsCommunication channels
This paper will examine a survey conducted on participants to aim to understand how digital marketing campaigns and a company’s branding efforts are affected by esthetics and demographics. The esthetic variables that will be examined include color, font, and staging and the participant’s perception of them. The demographic variables that will be included are gender, age, and employment from participants. Discussions of these survey results will use statistical tests such as t tests and correlation tests in order to determine which esthetic and demographic variables are the most important to consumers. From these results, companies can understand which variables are the most significant to implement in their digital marketing campaigning.KeywordsEsthetic impactDemographicsDigital marketing campaignCompany brandingStatistical tests
Visual symbols, such as logos, landmark pictures, and mascots, play a significant role in attracting tourists and improving destination images. However, only a few studies have examined how the basic visual elements of these symbols influence potential tourists’ responses to a destination. This study aims to investigate the role of color lightness in destination visual symbols. Through three experiments, we repeatedly found that lightened visual symbols nudged consumers to evaluate their destination better. Furthermore, positive mental imagery mediated this effect. Nonetheless, the positive effect of lightened visual symbols on destination images was diminished when informational interventions were present. Our study provides new theoretical insights into destination images research by highlighting the positive effect of a fundamental visual attribute—symbol lightness. We suggest that tourism practitioners can make a “big difference” to the destination image by making “small changes,” such as adjusting visual symbol lightness.
Objective
To assess the effects of three different front-of-package labelling (FOPL) schemes on objective understanding and intention to purchase of products, in Jamaica.
Setting
Supermarkets in Jamaica.
Participants
Adult supermarket shoppers in Jamaica (n=1206) aged 18 years old or older were included in the study, except for those visually impaired, or unable to give informed consent.
Design
Multiarm parallel-group randomised trial.
Interventions
Participants were randomly allocated to one of the three intervention groups or the control group. They were exposed to two-dimensional images of 12 mock-up products presented in random and balanced order. Participants assigned to the intervention groups were exposed to one FOPL scheme: black octagonal warning labels (OWL), magnifying glass high-in single icon (MGG) or traffic-light labelling (TFL). The control group was exposed to the nutrition facts up front.
Outcome measures
OR for correctly understanding nutritional information (correctly selecting the least harmful option, correctly identifying sugars, sodium and/or saturated fats found to be in excess) and choosing to purchase the least harmful option (purchase intention), more often.
Results
Compared with the control group, the odds for correctly selecting the least harmful option more often were 107% higher in the OWL group (OR 2.07, 95% CI 1.54 to 2.78; p<0.001), whereas the MGG (1.18, 95% CI 0.89 to 1.57; p=0.24) and the TFL (1.13, 95% CI 0.85 to 1.51; p=0.39) were inefficacious in improving such odds. OWL also resulted in the highest odds for correctly identifying a product with excessive amounts of sugars, sodium and/or saturated fats and for deciding to purchase the least harmful option or none of the options.
Conclusions
Octagonal warning labels performed best at improving the ability of adult shoppers in Jamaica to understand the nutrition information and at encouraging them to purchase the least harmful option more often.
Full-spectrum fluorescent lighting (FSFL) has been credited with causing dramatic improvements in vision, perception and cognitive performance as compared with other fluorescent lamp types. These effects are hypothesized to occur because of similarity between FSFL emissions and daylight, which is said to have evolutionary superiority over other light sources. This review, covering 1945-98, critically considers the evidence for these claims. In general, poor-quality research has resulted in an absence of simple deterministic effects that can be confidently attributed to fluorescent lamp type. Promising avenues for lighting behaviour research include investigations of cognitive mediators of lighting-behaviour relationships, and flicker rates and colour rendering effects on visual processing, appearance judgements and affect. Good lighting solutions are more complex than lamp type specification.
Recent studies of the “Blue Phenomenon” have shown that in some countries outside the USA not ‘blue’, but ‘red’ or ‘black’ is the predominant color choice. It is argued that the differences between countries, in addition to an explanation by cultural factors, might reflect different formulations of the question used to provoke a response. It is shown that in the Netherlands responses to the question to write ‘your favorite color’ are considerably different from responses to the question to write ‘the first color name that comes to mind.’ It is concluded that comparison of color-production phenomena over countries requires a better control over formulation of the question.
Physiological human responses to color as evidenced by the electroencephalogram, galvanic skin response, blood pressure, heart rate, respiration rate, eyeblink frequency, and oxiometry are reviewed. A casual reading of the descriptive literature on the human response to color leads one to the conclusion that color can have rather specific physiological effects. It is concluded from this review that there are reliably recordable physiological responses to color in addition to those generally associated with vision. However, it may be that some are indirect effects mediated by cognitive responses to color.
Thesis--University of California, Los Angeles. Includes bibliographical references (leaves [281]-301). Microfilm of typescript. Los Angeles : Library Photographic Service, University of California, Los Angeles, 1965. -- 1 reel ; 35 mm. Leaves 198, 200-203, 216 filmed at end.
Thesis--University of California, Los Angeles. Bibliography: p. 282-301.
Effects of the four psychological primary colors were assessed by randomly assigning 40 undergraduates (13 male, 27 female) to 4 treatment groups, with each group receiving either red, yellow, green, or blue illumination. Anxiety state was assessed at 5-min. intervals using the State-Trait Anxiety Inventory. The red and yellow groups had significantly higher A-state scores than the blue and green groups, and these values did not change significantly during the 15-min. testing session.
The Effects of Music in Advertising on Mood and Purchase Intentions
- J I Alpert
- M I Alpert
Color: A Stroke of Brilliance
- L Harrington
- J Mackie
Seeing through the eyes of the color-blind shopper: developing dialogues for understanding
- C Kaufman-Scarborough
In today's restaurants, color my sushi beautiful
- L Kulman
The Color Connection
- Tektronix
But you can judge a brand by its color”, Brand Strategy
- G Tutssel
Bio-psychological effects of color”
- M Kido
Physiological response to color
- P Kaiser