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De invloed van kleur op het dranktempo van gasten in een restaurant

Lobbes, Marjolein (2011) De invloed van kleur op het dranktempo van gasten in een restaurant.

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Abstract:Studies show that people feel more relaxed and more comfortable in a setting with cool colors like blue. Cool colors create less "arousal" to one person than warm colors. An area with warm colors like red often creates feelings of uneasiness and excitement. In a marketing-oriented approach, the impact of color used in a leisure setting such as a restaurant (fast-food restaurant versus formal restaurant), these color preferences are applied. This research with 90 participants is conducted in a real-life setting in Enschede, Brasserie CineChef. Three color conditions were compared: a control (white) condition, a red condition and a blue condition. It examines whether the drinking rate of participants is influenced by the different color conditions. It is assumed that the drinking rate of the participants in the red condition will be higher than in the blue condition. Also examined is whether the emotions (positive or negative), the environment evaluation (positive or negative experience), the stay of the participants and the temperature estimation is affected by the different color conditions. It is assumed that the emotions and experience of the environment in the blue condition is more positive than in the red condition. The stay in the blue condition is assumed to be longer than in the red condition. The temperature estimation in the red condition is assumed to be higher than in the blue condition. Results show that there is a significant difference in drinking rate of the participants in the different color conditions (F (2, 90) = 5.98, p < 0.004). The drinking rate per hour is highest in the red condition. Results show that there is a marginally significant difference in the stay of the participants in the different color conditions (F (2, 90) = 2.71, p <0.07). The stay per hour is longest in the blue condition. There also is a significant difference in estimating the temperature of de surrounding in the different color conditions (F (2, 90) =15.62, p < 0.001). In the red condition the temperature is estimated higher than in the blue condition. Furthermore, results showed no significant differences between the experience of positive and negative emotions among the participants in the different color conditions. In addition, no significant differences between the positive and negative perception of the environment is found in the different color conditions.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/60978
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