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 More

Featured

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

Read More

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

Read More

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.