How consumers “see” a visually warm store: Differences between affective and cognitive processors

Baek, Eunsoo; Choo, Ho Jung; Oh, Hyun-Joo; Yoon, So‐Yeon

doi:10.1002/cb.1698

Cited by 17 publications

(14 citation statements)

References 70 publications

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“…Yoo, Park and Macinnis (1998) revealed that environmental factors, such as temperature, lighting, interior decoration, design and facility layout, could directly affect the revisiting of customers in the service space [20]. In addition, Baek et al (2018) found that a shop's atmosphere influences shoppers' perceptions and behaviors [21]. That is, a warm visual atmosphere can induce psychological warmth between the store and the customer.…”

Section: Physical Environment and Customer Satisfactionmentioning

confidence: 99%

A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops

Lee

2022

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As the economy grows in South Korea and the needs of consumers become increasingly diversified, various consumer markets are emerging. In this study, the reasons for customers’ intentions to revisit a franchise coffee shop were explored. Many researchers have found that customer satisfaction is a major factor in the intention to revisit, and the factors affecting this satisfaction have been presented as major research topics. However, in this study, in order to examine the consumers’ behavior toward revisit intentions, the results were analyzed by dividing the consumer data into a group of college students in their 20s and a group of office workers in their 30s and 40s. The results of this study found that in regard to customers’ habitual intentions to revisit, perceived product quality and brand awareness were more influential than service quality or the physical environment. In particular, before returning to a coffee shop, customers habitually recalled the coffee shop they wanted to revisit, suggesting that the taste of the coffee and the quality of the various products had a very important impact on their revisiting habits.

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Section: Physical Environment and Customer Satisfactionmentioning

confidence: 99%

A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops

Lee

2022

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“…The warm colors in the environment can also prompt people to have trust, positive attitudes, and behavioral intentions in the target objects (Choi et al, 2016). The research of Baek et al (2018) also supported that store atmosphere and visual warmth can induce consumers' psychological warmth and have a positive incentive effect on consumers' purchasing decisions. This kind of visual warmth brought by warm colors is produced without physical warmth (Macrae et al, 2013), so it is also applicable to pictures (Rai et al, 2017).…”

Section: Analysis and Discussion Of Warm And Cold Colors And Model Ba...mentioning

confidence: 67%

Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

2023

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To probe into consumer behavior from the perspective of cognition and emotion, meanwhile offering objective and quantitative physiological evidence for advertisers, e-commerce platforms selling experiential products, and other e-commerce platforms for holiday promotional activities. This paper adopted a combination of multi-channel physiometer and questionnaire survey, in which a total of 42 subjects including 18 men and 24 women is selected and recruited. (1) Factors such as promotion, music background, and model backdrop help to enhance the festive atmosphere of e-commerce platforms and stimulate positive emotions of consumers; (2) Greeting cards can stimulate positive emotions among female consumers, but they are not statistically significant in stimulating male consumers; (3) The effect of warm and cold colors on the sympathetic nerves of consumers is significant, among which warm colors can significantly ignite the positive emotions; and (4) Although not all indicators of multi-channel physiometer are consistent with questionnaire data, the differences can be explained, so it proves to be a sound method to quantitatively measure emotions. This paper conducted multi-channel physiometer research on E-commerce platform promotions and consumer behaviors from the perspective of cognition and emotion, which provided an objective quantitative method for online retailers and marketers.

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“…As in general color psychology, if applied to context management, depending on where the color is applied, it is important to consider whether it is applied to: (a) structural or architectural components or (b) other physical components, such as furniture (Baek et al, 2018). Structural or architectural components.The architectural components that can define the interior of a space and, therefore, can provide its own characteristics are the walls, ceilings and floors. The wall is a structural component of the space that makes it possible to delimit spaces, but this component, not only has a functional nature within the space, but it also possesses an esthetic function (Ching & Binggeli, 2011; Mesher, 2011).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: The Components Of the Commercial Environment: Definition And...mentioning

confidence: 99%

Color at the point of sale: Psychological and communicative implications

Sánchez

Nicolás-Sans

Armengol

et al. 2023

J of Consumer Behaviour

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The environment that surrounds a consumer when they are at a point of sale can influence them both psychologically and communicatively. In this sense, the study arises from the need to discover the capacity of influence that colors of the components of the commercial establishment (wall, floor, ceiling, and furniture) have. The aim is to determine whether these factors influence the psychological level (feeling of pleasantness, calmness, etc.) and the communicative experience received in stores. The quasi‐experimental methodology made it possible to study the impact of the independent variables (colors of the different components) on the dependent variables (psychological and communicative). For this purpose, two methods of measurement were constructed: a tool for the analysis of commercial establishments which allowed to establish patterns and a reception protocol capable of measuring both levels of influence of components and colors, by means of a reception test comprising of Level I (psychological) and Level II (communicative). This survey was applied to a total sample of 315 subjects. Overall, the study makes it possible to define which architectural components and colors stores should have in order to exert a certain perceptual influence on the subject. In general terms, this study reflects how the color of the different components of the space can influence the subject's primary perception of the establishment, with respect to the feeling of pleasantness, comfort, stimulation, calmness, security, spaciousness, formality, and warmth, as well as the perception of the quantity and quality of the information received and overall satisfaction and confidence.

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How consumers “see” a visually warm store: Differences between affective and cognitive processors

Cited by 17 publications

References 70 publications

A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops

A Study on the Effect of Customer Habits on Revisit Intention Focusing on Franchise Coffee Shops

Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion

Color at the point of sale: Psychological and communicative implications

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