The cross‐modal interaction between sound frequency and color saturation on consumer's product size perception, preference, and purchase

Since the beginning of the 21st century, there has been a surge in interest in color research (and in sensory marketing in general). In addition to discussing emerging color research contained in this special issue, this article also provides a discussion of theoretical frameworks for understanding color and provides technical guidelines for creating color stimuli. These guidelines include a discussion of the three dimensions of color (hue, saturation, and value) and provide researchers with guidance for controlling these dimensions when creating color stimuli.Additionally, this article discusses additive (red, green, blue) versus subtractive (cyan, magenta, yellow, and key) color models, gamut, and other considerations, such as screening participants for colorblindness, that future researchers may find useful for conducting rigorous color research.color, esthetics, hue, saturation, sensory marketing, value, visual marketing appear to be different because of the background colors' saturation levels. These interactive effects of color are quite intriguing and offer another interesting avenue for future research.

Section: Summary Of Empirical Work In This Special Issuementioning

confidence: 99%

Section: Summary Of Empirical Work In This Special Issuementioning

confidence: 99%

Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research

Labrecque

2020

“…Potentially, this also opens doors for investigating if other sensory stimuli, like temperature, or audio-pitch, are similarly associated with hierarchy or other such overarching constructs. This is particularly likely given recent findings that associative perceptual relationships tend to be transitive across multiple modes (Deroy & Valentin, 2011;Wang et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

Chung

Saini

2021

This study demonstrates that perceived hierarchy (high vs. low) from bundled products depend on the darkness of their color (darker vs. lighter). Results from 11 experiments show that consumers infer a darker‐colored product as a higher hierarchical product (HHP), relative to the otherwise identical lighter‐colored product of the same hue and saturation. We further establish that perceived dominance mediates this association: dark colors signal dominance. This study also demonstrates several downstream outcomes of the effect of darkness on hierarchy perceptions: consumers prefer product bundles where an HHP is colored darker than a lower hierarchical product. Furthermore, in the final study, we establish that this effect extends to three‐product bundles and is moderated by presentation mode.

“…Perception of quantity stems from automatic processing (Dehaene, 2011; Mandler & Shebo, 1982), and is susceptible to multiple situational factors (Adaval, 2013; Koo & Suk, 2016; Madzharov & Block, 2010). As summarized in Table 2, in addition to the number of units (the numerosity effect; Adaval, 2013; Bagchi & Davis, 2016; Lembregts & Pandelaere, 2012; Monga & Bagchi, 2011; Pandelaere et al, 2011), these factors also include container height (Chandon & Ordabayeva, 2009; Koo & Suk, 2016; Raghubir & Krishna, 1999), package shape (Folkes & Matta, 2004; Sevilla & Kahn, 2014), color saturation (Hagtvedt & Brasel, 2017; L. Wang et al, 2020), visual design complexity (Garber Jr. et al, 2008; Sohn et al, 2017), product image on package (Madzharov & Block, 2010), assortment variety (Redden & Hoch, 2009), assortment structure (Ginsburg, 1978, 1980, 1991; Krishna & Raghubir, 1997), display device (Chung & Karampela, 2021), product/screen display orientation (Schmidt & Maier, 2019) and attitude ambivalence (Cornil et al, 2014).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The effects of a dividing line in a product assortment on perceived quantity, willingness to buy, and choice satisfaction

Ouyang

Jia

Guo

2022

Many retailers use seemingly innocuous dividing lines to separate product alternatives on their websites or product catalogs. Although previous research on advertising design has focused on the impact of dividing lines on symbolic meanings or perceived categorization, the present research argues that, beyond symbolic or categorical functions, a dividing line can influence consumers' perceived quantity of the product alternatives displayed. Across 10 studies (including an eye-tracking study and three additional studies reported in the Supporting Information Appendix), our results show that consumers perceive a smaller number of products displayed on a page when these products are separated by a dividing line compared to when they are not. This effect occurs because the dividing line separates the products into top versus bottom (or left vs. right) segments, such that participants' visual attention is largely drawn to the top (or the left) where their eyes first fixate. Consequently, participants tend to estimate the total number of items based on the subset they pay attention to. In addition, the effect is attenuated when participants' attention is directly drawn to the segment they have previously neglected and can hold regardless of line orientation. Finally, it can have several marketing outcomes, such as higher willingness to buy and lower post-choice satisfaction.