Colors and cultures: Exploring the effects of mall decor on consumer perceptions

被引：148

作者：

Chebat, Jean-Charles

Morrin, Maureen

机构：

[1] HEC Montreal, Montreal, PQ H2T 3A7, Canada

[2] Rutgers State Univ, Sch Business, Camden, NJ 08102 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2007年 / 60卷 / 03期

关键词：

consumer; decor; color; subculture;

D O I：

10.1016/j.jbusres.2006.11.003

中图分类号：

F [经济];

学科分类号：

02 [经济学];

摘要：

A field study (n = 587) explores the effects of warm versus cool color mall decors on shopper perceptions by subculture. French-Canadians had higher perceptions of product quality when the mall exhibited a warm color decor. In contrast, Anglo-Canadians had higher perceptions of product quality when the mall exhibited a cool color decor. The analysis indicates that the perceptual enhancements were mediated largely by cognitive rather than affective mechanisms. (C) 2006 Elsevier Inc. All rights reserved.

引用

页码：189 / 196

页数：8

共 51 条

[1]

CROSS-CULTURAL STUDY OF AFFECTIVE MEANINGS OF COLOR [J].