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The effect of colour and density on the store perception.

Stappenbeld, M. (2012) The effect of colour and density on the store perception.

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Abstract:Very little research is done about the exterior store atmospherics and to what extent it can influence consumer behaviour. In the shopping environment the consumer is surrounded by colours. Changing or adapting these can influence the perceptual, emotional reactions and actual behaviour (Kotler, 1973). The exterior of a store is occupied largely by the shopping window. By changing the colour of the lights in the shopping window it is possible that the emotions of potential consumers can be influenced and that it can interact with human density. An experimental study was conducted using an online 2x2 between-subjects design with 205 participants. Results showed main effects for density and gender and a three-way interaction effect between density, colour and gender. The attitude towards the shopping environment was more positive in the high density condition compared to the low density condition, but the perceived quality of the store was lower. Females scored more positively on attitude towards the store, pleasure and approach behaviour than males. For males, the attitudes towards the store and pleasure were more positive with the combination of cold light and high density and warm light and low density, but the perceived quality of the store was more positive with the combination of cold light and low density and warm light and high density. Females were less affected by colour than men, for them density was overwhelming. The attitudes towards the environment, - the store and pleasure were more positive in the high density condition, but the perceived quality was more positive in the low density condition. Due to this research, new exterior designs that react to density and match the type of sex, to positively influence the attitude and pleasure of the shopper, can be applied and some interesting implications about gender can be investigated further in future research.
Item Type:Essay (Master)
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/62274
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