Colored price tags9/17/2023 ![]() ![]() 3Īccording to the literature color effects can be classified into two categories, physiological and psychological ones. The results generally suggest that cool colors are connected with positive effects on retail outcomes, whereas warm colors are associated rather with negative ones. Various studies analyze the effect of color on human behavior, focusing on comparing the two extremes of the color range: warm colors, like red, yellow and orange and cool ones, like violet, green and blue. The a priori assumption is that warm (yellow) and cool (blue) colors should elicit different reactions. The study at hand focuses on font color of price tags as an environmental stimulus influencing the pleasure and arousal level of the respondents and finally their purchase intention. The purpose of the paper is to fill this gap with empirical evidence. 2 One disregarded application area is price tags, being an important component of purchase decisions. 1 But in retail situations the exploitation of color effects is until now almost solely limited to packaging etc. ![]() ![]() Therefore, the usage of colors, lighting and other environmental stimuli finds great acceptance in advertising campaigns. In a world with a growing amount of surrounding stimuli, getting the attention of consumers is an increasingly demanding task for the marketers. Diagram 1 Adaptation of Donovan and Rossiter’s model (1983) 1. ![]()
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