According to Kotler (1973), the interior design of a retail facility such as sounds, lighting and colours can shape emotional responses in customers and affect their behaviour. Changes in these atmospheric attributes can alter consumers’ mood, perceptions as well as patronage intentions (Babin & Darden, 1996). Patronage intention is important to a retailer as it indicates consumers’ purchase intention and likelihood of purchasing repeatedly (Pollsrilert, 2010). It also acts as the source of word-of-mouth advertising (Pollsrilert, 2010). Therefore, efforts to design environments that may produce certain emotional effects in consumers may enhance their patronage intentions. Although a store’s indoor colour can very much influence consumer decisions and behaviour, little research has been done on investigating this particular area (Babin, Hadesty, & Suter, 2003; Crowley, 1993; Yildirim, Akalin-Baskaya, & Hidayetoglu, 2007). Hence, this study aims to determine the effects of various environment colours on customers’ perceptions of retail environment and patronage intentions. This study can assist retailers in selecting and avoiding certain colours in retail environments’ interior theme so as to produce desired consumer emotions and behaviour.
Effects of Colour on Environmental Evaluation
The hue of a colour is determined by its wavelength; short wavelengths are associated with cool colours (blue and green) while long wavelengths are associated with warm colours (red and yellow). Warm colours and cool colours, opposites on the colour spectrum, have been found to produce opposite physiological and psychological effects (Bellizzi & Hite, 1992). Stone (2003) investigated the effect of environmental colours on mood and performance, and sug...
... middle of paper ...
...een renovated.
Statistical Method
When data has been entered in the analysis, participants’ names will be removed and replaced by codes. Each participant’s average scores on the environmental evaluation and patronage intention subscales will then be obtained. Subsequently, in order to examine the effect of differences in colour on perception of dining atmospheric attributes and patronage intention, a multivariate analysis of variance (MANOVA) will be performed.
MANOVA is used in the study as it improves the chance of discovering changes as a result of different treatments and their interactions when several dependent variables are measured (Tabachnick & Fidell, 2007). Using MANOVA rather than a series of analysis of variance (ANOVA) will decrease the chance of inflating type I error due to multiple tests of correlated dependent variables (Tabachnick & Fidell, 2007).
Kaya, Naz. Epps, Helen H. "Relationship Between Color And Emotion: A Study Of college Students." College Student Journal 38.3 (2004): 396-405. Psychology and Behavioral Sciences Collection. Web. 28 Mar. 2014.
Nordstrom retail stores have large hallways, and everything is presented in a very classy manner. The color scheme includes pale yellows, whites, and gold, to provide a more elegant appearance in the store in order to make the shopped feel special. The design is also seen through product organization. Compared to stores like Macy’s, which organize their products based on brand, Nordstrom organizes their products based on lifestyle. Because of this, it is easier for shoppers to find clothes similar to their style as opposed to by brand. In effect, shoppers will purchase more products. This also is a type of experiential retailing, where Nordstrom customers are able to experience the elements of their lifestyle within one section. More so, the product presentation will draw people’s eyes to products, even if they are not looking for it. This gives Nordstrom a competitive advantage in relation to other similar retail stores because it makes their store look more glamorous and high-end. While other stores may focus on value, Nordstrom utilizes the retail positioning strategy to make a customer feel more high-end and
One of the key elements of marketing is the ability to predict consumer behavior. Marketers understand that consumers behave in predictable ways. In this regard, many businesses use physical design to influence the behavior of their potential consumers. It is important to note that this approach is not limited to physical stores. Online marketers also use the same principles in web design to influence the behavior of consumers. This paper explores how Sport Chek uses the physical design of its premises to influence the behavior of its customers. The goal of the paper is to identify how Sport Chek uses its internal and externa...
By comparing the way that color is better at getting us to encode and retain data that is given in this manner compared to that of plain black and white which the standard individual has learned to skim over. Depending on the time that an event, unique situation or important occurrence happens, a series of strong emotions can cause a specific impact upon the memory that is to be recalled, for some this is called a flashbulb memory. (Bower, 1981) Although there have been several other studies that have tried to explain the way that color has an affective reaction and there has been a limited amount of investigation into the idea. A very few have related that either saturation of color or brightness have had any type of positive response with in the study of color psychology. So it may be that within the specific area of hue that we find that we may find a pattern of how the context of given data is processed will cause a production of patterns of behavior not yet seen within the former studies done. We may be able to use the encoding qualities of color and the affective reaction to further influence memory, for we know that the way that different persons see an event at the same time is each seen within a different way and maybe the way to get them on the right track is to give them a
Another idea by Susan Minamyer (2014) is that color makes a big difference, even something so small like the color of your bracelet can either bring good or bad reactions from others. Scientists have studied the after effects of color on feelings and a way of thinking for many years. For example, An experiment resulted in good success as it was figured out that jail cells that are painted pink calms prisioners. It was said that pink is known as a tranquilizing color that saps your energy. The color is so effective that the color blind are tranquilized by pink rooms. It was also believed that skin could read color and the body, emotions and mind react as a Neuropsychologist discovered people who are blindfolded respond to different rays of color. Another study, students used Kaleidoscope Therapy in which serveral light colors are visable around a therapy room....
There are many things that can happen when one wants to go out shopping. Some of those things can sometimes influence the way that shopping experience goes. In this short essay, situational influences are defined and described with clear examples. Furthermore, the psychological influences that one may have are also discussed. Lastly, it is important for one to understand how these types of influences work through a personal example.
When looking at the general attitude of shoppers toward each of the three shopping areas, several important facts are needed to prepare the results. The average response or mean, the size of the sample of our population and clarification on the level of confidence acceptable to the end user of the survey all cont...
Firstly, branding is considered to be one of the main factors that marketers apply to their products to create a unique and distinctive mark to clearly differentiate their company from others (Miller, 2007, pg. 1). However, to be a more successful brand, one must be able to communicate the innovative language the company speaks, expressing this in a way that exposes customers to use more of their senses. This is the case for three-dimensional branding, where, environmental psychology associates with how individuals deal with perception (Bechtel and Churchman, 2003, pg. 28). One of the most influential theories of perception that is preferred by most architects and design professionals is the ...
Color psychology from infoplease.com says that colors can affect your mood. For instance black makes you feel like you and power and authority. Actually priest started wearing black to show submission to god. Black also symbolizes death and loss. Now yellow is a more cheerful color. Yellow makes you feel giddy and happy. Yellow is an attention getter because of how bright it is. Yellow is actually one of the hardest colors for our eyes to take in. However purple is the color to make you feel royal, luxurious, or romantic. Thats only because purple symbolizes wealth and sophistication.
The primary factors that are important in conducting statistical test are variables (categorical or quantitative) and the number of (IVs) independent variables and (DVs) dependant variables. To facilitate the identification process the chapter provides two decision- making tools so that it is easier to make a decision. The chapter presents the decision making tools and gives an overview of the statistical techniques addressed in this text as well as basic univariate test, all of which will be organized by the four types of research questions: degree of relationship, significance of group differences, prediction of group membership, and structure. Statistical test that analyze the degree of relationship include bivariate correlation and regression, multiple regression and path analysis. Research questions addressing degree of relationship all have quantitative variables. Methods that examine the significance of group differences are t test, one-way and factorial ANOVA, one-way and factorial ANCOVA, one- way and factorial MANOVA, and one-way and factorial MANCOVA. Research questions that address group differences have categorical IVs. Statistical tests that predict group membership are discriminate analysis and logistic regression. Research questions that address prediction of group membership have a categorical DV. Statistical
The design for this study will be a simple between subject experiment consisting of one experimental group and one control group. The independent variable will be warm colors. The dependent variable will be mood. The main goal is to determine if the independent variable will influence or cause difference in the specified dependent variable. The experiment group will spend 60 minutes in a warm paint color room and their mood will be measured. The control group will spend 60 minutes in a neutral paint color room and their mood will be measured.
are a part of our daily lives. Psychologists have shown that they have a negative and positive effect on the behavior and personality of individuals in terms of psychology and spirit. Therefore, people must keep in mind to choose the right colors in clothes, flowers and objects in their houses and so on.
One of the most widespread ideas is that different colors stand for or signify different things. However, one must keep in mind a basic fact; it being that "colors often have different symbolic meanings in different cultures. For example, white is the color for weddings in western societies but for funerals in traditional Chinese culture; red is associated with rage in America but with happiness in China. In American fashion and decoration, blue is for boys while pink is for girls, which is a symbolic use of color that are not shared by many cultures" (6). After saying something like that, the next question would be: does this mean that colors and the moods/reactions that they may (or may not) elicit are culturally constrained, or is there still some underlying biological reason for moods/reactions to alter due to color? A site on the server for Cornell University notes, "some of these responses seem to be powerful and fairly universal" (5). It is interesting to then look at the idea of chromotherapy; the use of colored light to heal. In a paper by Owen Demers he writes, "This [chromotherapy] is not a new age idea.
The elements of visual merchandising should comprise the artistic bend that should completely define the orderliness of the store. Every optical dispensary of the store should benefit from these elements from good visual merchandising. The store should develop an imitable ‘visual sense’ through these elements.
Environment and the people giving service at that have an effect on customer to make a decision on buying the product.