Effects of Interior Color on Health Care Consumers: a 360 Degree Photo Simulation Experiment

Joost W.M. Verhoeven, Twente University
Marcel E. Pieterse, Twente University
Ad T. H. Pruyn, Twente University

Effects of interior color on health care consumers: a 360 degree photo simulation experiment.


Joost W.M. Verhoeven, University of Twente

Marcel E. Pieterse, University of Twente

Ad Th. H. Pruyn, University of Twente


The effects of the ‘servicescape’ (Bitner, 1992) on consumer behavior have long been recognized. Especially in high-stress services, such as medical care in a general hospital, the physical environment can tremendously influence customer evaluation. This study investigates the effect of wall color on patients’ emotional and cognitive appraisal under varying levels of anxiety. A first aid examination room and a private ward room were simulated using QuickTime 360-degree virtual environments. Blue walls (as compared to white walls) reduce anxiety and increase cognitive and affective appraisal and even perceived service quality. Further findings will be discussed.


Bitner, Mary Jo (1992), “Servicescapes: The impact of physical surroundings on customers and employees,” Journal of Marketing, 56, 57-71
[ to cite ]:
Joost W.M. Verhoeven, Marcel E. Pieterse, and Ad T. H. Pruyn (2006) ,"Effects of Interior Color on Health Care Consumers: a 360 Degree Photo Simulation Experiment", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 292-294.