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Het creëren van een plezierige paskamerbelevenis ; Het effect van kleur en licht in de paskamer op de consumentengevoelens en de kledingevaluatie

Koevoets, Leonie christine (2011) Het creëren van een plezierige paskamerbelevenis ; Het effect van kleur en licht in de paskamer op de consumentengevoelens en de kledingevaluatie.

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Abstract:A considered amount of research is done about the atmospheric cues in the retail context. There is, however, little research concerning the effect of multiple atmospherics in the fitting room context. This study examines the interactive effect of color and lighting on shopper responses. The hypotheses were tested, in a real-life setting, using a 2 (red vs. blue) x 2 (warm vs. cold) experimental design. Results show that color and lighting didn’t have an effect on clothing evaluation in the fitting room. On the other hand, in line with findings from previous research, respondents preferred warm lightning above cold lighting. Also, blue colored fitting rooms were preferred because they were seen as more attractive, calm and had a more warmed appearance. The practical value of this study lies in the notion that gender plays a significant role in the fitting room decoration and retailers should also take gender into account by designing the fitting room. Men prefer blue colored fitting rooms with warm lighting and women prefer fitting rooms with a warm atmosphere, namely with warm lighting in combination with red or red accents in the fitting room. Both conditions create a higher degree of informational control (eg., about clothing evaluation and self-assessment) in the fitting rooms and a higher degree of pleasure.
Item Type:Essay (Master)
Clients:
Bever, Hengelo
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60888
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