Color and shopping intentions: The intervening effect of price fairness and perceived affect

摘要: Abstract How do consumers react to various color, lighting, and price point combinations? The results described in this article depict varying consumer reactions with the three-way congruence between a store's environmental cues, consumers' cognitive categories representing known store types, salient situational shopping motivations. For fashion-oriented stores, blue interiors are associated more favorable evaluations, marginally greater excitement, higher patronage intentions, purchase intentions than orange interiors. However, change substantially when effect of lighting combination color is considered. use soft lights an interior generally nullifies ill effects produces highest level perceived fairness while controlling for price. Additionally, suggest that cues mediated by affective associations.