Purpose The purpose of this paper is to contribute to a better understanding of web-surfers’ conative reactions to websites’ dominant hue by taking into account mental imagery’s role. Design/methodology/approach A conceptual model considering mental imagery as a mediator of web-surfers conative reactions to websites’ dominant hue was tested. It also supposes that mental imagery promoted by websites’ dominant hue is moderated by web-surfers’ involvement towards the product sold. To validate this model, an online experiment was conducted with a sample of 400 web-surfers. Findings Results reflect the importance of “vividness/clarity” and “valence” dimensions of mental imagery. In fact, hues congruent with the website’s content seem to be more able to generate vivid and positive mental images which affect positively web-surfers’ conative reactions. However, this relationship is reversed when web-surfers are strongly involved with the product sold. Research limitations/implications Although this study focused on a particular product category, the obtained results can help the research community to understand better conative reactions of web-surfers to websites’ dominant hue through the consideration of mental imagery’s role. Practical implications Findings can help managers to better the performance of their commercial websites through the choice of the adequate background hue. Originality/value This study highlights the importance of mental imagery prompted by dominant website’s hue taking into account its congruence degree with the website’s content. It provides empirical evidence about its mediating role.

This study develops a comprehensive scale for measuring customers' mental imagery for commercial web sites. Following Churchill's framework, a number of methodological instruments including two focus groups (the first with 4 experts and the second with 9 PhD students) and three surveys (151 students for the first survey, 205 and 200 web surfers, respectively, for the second and the third surveys) are used. The confirmatory factor analysis (CFA) resulted in a multiple‐item (13 items) scale with four dimensions; quantity/ease, links, vividness/clarity and valence, which seems to exhibit evidence of reliability and validity.

PurposeThis paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.Design/methodology/approachAn online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.FindingsResults revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.Research limitations/implicationsThis research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.Practical implicationsThis study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.Originality/valuePrior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.

PurposeThis paper aims to explore conflict and its resolution strategies adopted by Tunisian spouses in the purchase of furniture. This paper also seeks to examine the determinants of the variation in resolution strategies adopted by the couples.Design/methodology/approachFollowing an exploratory study and two focus group discussions, a number of conflict resolution strategies compatible with the Tunisian cultural context are generated and submitted for examination through a survey of 129 couples (N=258 individuals).FindingsThe findings suggest that conflicts are more marked with regard to the non aesthetic aspects of the furniture. The findings also show that the variations in strategies of conflict resolution used by spouses depend on the gender role orientation, the family life cycle and the socio‐demographic characteristics.Research limitations/implicationsThe paper provides insights on the conflict occurring in purchase of furniture and the strategies used by spouses to reach a decision. However, the findings need to be validated on other samples and other products to better apprehend Muslim family interactions.Practical implicationsFor marketers, the findings point to the importance of being aware of the extent of conflict and the used strategies to resolve it. Such knowledge may better refocus marketing efforts towards solving conflicts and help couples reach a purchase decision.Originality/valueThis paper focuses on the decisional dynamics in Tunisian Islamic context.