The effect of decision time‐length condition on consumer product‐colour purchase decision

Abstract

This article describes a developed conceptual framework for understanding consumer product‐colour purchase decision in different time‐length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision‐time‐length), has been introduced. The purpose of this study is to test whether the length of decision time‐length affects the stability of consumers' product‐colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product‐colour decisions. This work used three research activities (two‐set online surveys and one‐set laboratory experiment) and two research methods (multiple choice for six‐alternative‐forced‐choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time‐length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product‐colour decisions when they are in different shopping‐time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product‐colour purchase intentions in short‐time decision‐making conditions; and primary colour factors might influence consumer product‐colour purchase intentions more in the long‐time decision‐making condition.

Analysis of research strategies to determine individual color preference: N‐alternative forced choice, rank‐order, rating and paired comparison

“…Six colors were selected (red, orange, yellow, green, blue, and purple) from Adobe HSB color system from Adobe Photoshops by using sRGB values, 15 the sRGB values please see Table 1 12,16 . This study aims to evaluate the color preference research method.…”

“…Six colors were selected (red, orange, yellow, green, blue, and purple) from Adobe HSB color system from Adobe Photoshops by using sRGB values, 15 the sRGB values please see Table 1. 12,16 This study aims to evaluate the color preference research method. Since the hues exhibit their maximum chroma values at different lightness values; keeping lightness constant would limit the colors to different chroma values.…”

Sentiment analysis based on frequency of color names on social media

“…11 Despite this theoretical idea, empirical data tend to suggest otherwise and provide some evidence for a degree of universality of color meanings 9,12 even if it is clear that color meanings in practice often depend upon the context in which the color is used. Although a great many studies find that colors affect consumers [13][14][15] it is nonetheless difficult to find simple and clear guidelines as to exactly how color affects consumers. This may be because the meanings that colors have often vary depending upon the context.…”

A Comparative Study of Colour Effects on Cognitive Performance in Real-World and VR Environments

“…Colour, as the core element of visual experience, has been proven in prior studies to positively affect people’s cognitive functions [ 8 , 37 ], perceptions [ 38 ], psychological and emotional reactions, and, ultimately [ 4 , 39 , 40 ], behavioural intentions [ 41 , 42 , 43 , 44 ]. The human eye and brain work together to translate light into colour.…”