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



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