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True colors: Consumers’ packaging choices depend on the color of retail environment by Luisa M. Martinez; Belén Rando; Luisa Agante; Ana Maria Abreu is a Business, Management and Accounting article available to read on EtoBox.

What is True colors: Consumers’ packaging choices depend on the color of retail environment about?

Color is one of the most elementary techniques used in marketing and produces behavioral effects reflecting purchase attitudes. However, packaging color has seldom been investigated in-context. Additionally, color research mainly focuses on individual colors, instead of color combinations. Here, we aim to study the putative effect that dominant retail environment colors might produce on attractiveness and product purchase intention, when products use similar store colors, and when products use complementary colors to those of the store. Moreover, we investigate if these choices are product dependent (e.g., do food and non-food products evoke the same packaging color choices in a given retail color context). A total of 653 participants were recruited to participate in two experimental studies disseminated through online platforms. Study 1 showed an interaction between store and product color significantly affecting both product attractiveness and purchase intention. Importantly, we found that the product category might modulate the complementary color-effect, in terms of attractiveness and purchase intention. Study 2 revealed that product-type subtends sensorial experience or semant

Who reads True colors: Consumers’ packaging choices depend on the color of retail environment?

Author

Luisa M. Martinez; Belén Rando; Luisa Agante; Ana Maria Abreu

Publisher

Elsevier BV

Published

2021

Language

EN

Field

Business, Management and Accounting (Social Sciences)