Year: 2011
Type: dissertation
Abstract: Recently researchers have found that consumer products are evaluated more favourably when their environment and physical surroundings are congruently associated to the concepts of the product in question.Although the role of colour cues within product judgment and attitude perception have been widely investigated, few have approached the subject from an environmental perspective.The current study examined the role of colour exposure within one"s peripheral environment on overall product impressions as well as its contribution to specific product attribute formation through the conceptual associations induced by exposure to the prime.The results of the current study reveal that colour priming activated perceptions that the product (i.e.dish soap) was an efficient cleanser.Interestingly, this only occurred when the product itself was not the colour of the prime.This finding not only speaks to the role of environmental cue exposure but also sheds light on how consumers weigh information sources.When a consumer is unable to retrieve desired information from physically perceiving the product the results suggest they rely on external sources to formulate their judgments.Implications of this study and avenues for future research are discussed.
Author: Kimberly Donato
Language: English
Topic: Color perception and design
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2160778441