Unveiling the Color Matching Effect in Product Displays
Consumer researchers have long been interested in explaining the effects of individual and combined colors on consumer perceptions and behaviors. Across four studies, the authors show that product colors that match a moderate amount of colors in the shopping environment increase consumers' aesthetic perception and purchase intentions.
Citation:
Daniel Erik Brylla and Gianfranco Walsh (2020) ,"Unveiling the Color Matching Effect in Product Displays", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1186-1186.
Authors
Daniel Erik Brylla, Friedrich Schiller University Jena, Germany
Gianfranco Walsh, Friedrich Schiller University Jena, Germany
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach
Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg
Featured
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln