search query: @author Hardesty, D.M. / total: 5
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| Author: | Babin, B.J. Hardesty, D.M. Suter, T.A. |
| Title: | Color and shopping intentions: the intervening effect of price fairness and perceived affect |
| Journal: | Journal of Business Research
2003 : JUL, VOL. 56:7, p. 541-551 |
| Index terms: | Consumer behaviour Emotions Environment Shopping |
| Language: | eng |
| Abstract: | How do consumers react to various colour, lightingm and price point combinations? The results of this study depict varying consumer reactions with the three-way congruence between a store's environmental cues, consumers' cognitive categories representing known store types, and salient situational shopping motivations. For fashion-oriented stores, blue interiors are associated with more favorable evaluations, marginally greater excitement, higher store patronage intentions, and higher purchase intentions than are orange interiors. However, the results change substantially when the effect of lighting in combination with colour is considered. |
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