The Four Dimensional Impact of Color on Shopper’S Emotions

ABSTRACT - The PAD-scale has extensively been used in consumer research. Since studies on the impact of store interior color on affective responses are scarce and have focussed solely on color hue, neglecting color brightness and saturation, and furthermore only investigated a maximum of four hues, the research objective was to validate the PAD scale by means of an 8 (hue) by 2 (brightness) by 2 (saturation) experimental design. The data do not seem to underlie three, but four factors: pleasure, tension, excitement and dominance. Overall, the four-dimensional PAD-scores prove to have adequate reliability and validity, although the dominance construct is rather weak.



Citation:

Malaika Brengman and Maggie Geuens (2004) ,"The Four Dimensional Impact of Color on Shopper’S Emotions", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 122-128.

Authors

Malaika Brengman, Ghent University, Limburgs Universitair Centrum
Maggie Geuens, Ghent University



Volume

NA - Advances in Consumer Research Volume 31 | 2004



Share Proceeding

Featured papers

See More

Featured

The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism

Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands

Read More

Featured

Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana

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.