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Effect of color in bank environments when being in high risk or low risk situations

Ruiter, Renate de (2013) Effect of color in bank environments when being in high risk or low risk situations.

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Abstract:In the presented studies it has been tried to investigate the influence of risk and color in a bank environment. Colors can have an unconscious influence on the behavior of a person in a service environment, there are warm colors which are more arousing and especially red is a signal of danger on the other hand there are cool colors which are more relaxing and calming, especially blue is a signal of safety. Risk can be divided into high risk and low risk, high risk is characterized by high price, high involvement and more request for information about the problem while low risk is characterized by a low price, lower involvement and less eagerness to obtain information. Color and risk can trigger the processing style used. Two processing styles can be distinguished, global processing style is seeing the environment as a whole and local processing style is seeing mainly the details in an environment. It was hypothesized that in high risk situations, the main color in the environment needs to be blue in order to induce a global processing style which leads to approach behavior. In low risk situations, the main color in the environment needs to be blue in order to induce a local processing style which leads to approach behavior. Also it was hypothesized that the color blue had a positive influence on pleasure and dominance and arousal was expected to be higher in the red environment. Furthermore it was expected that the cool color blue had a positive influence on trust. Perceived control, satisfaction, trust and perceived credibility were expected to be higher when being in a low risk situation. The constructs were measured during two studies, the first study was an online study and the second study was an actual simulated bank environment. The results of the first study show that dominance was higher in a blue bank environment compared to a red bank environment. The second study was more fruitful, the results from this second study show that pleasure was significantly higher in low risk situations in combination with a red bank environment. Furthermore arousal and dominance were higher in low risk situations. Perceived control, satisfaction, perceived credibility and trust were significantly higher in blue bank environments.
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/62593
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