The influence of emotional response to interior color on restaurant entry decision

Tantanatewin, Warakul; Inkarojrit, Vorapat

doi:10.1016/j.ijhm.2017.09.014

Cited by 84 publications

(57 citation statements)

References 45 publications

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“…Kulviwat et al (2016) asserted that customer pleasure increases flow in their study on shopping behavior [62]. Ryu and Jang (2008) and Tantanatewin and Inkarojrit (2018) concluded that consumer pleasure has a positive effect on consumers' behavioral intentions [63,64]. Ali (2016) and Liu et al (2016) discovered that customer flow in an online environment has a positive effect on behavioral intentions [65,66].…”

Section: Effects Of Pleasure On Flow and Behavioral Intentionsmentioning

confidence: 99%

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Jang

Lee

2019

Sustainability

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This study focused on sensory marketing that appeals to the five senses of coffee shop customers (“sight,” “smell,” “sound,” “taste,” and “touch”) to provide a sustainable growth model for the saturated coffee shop market. The study identified the relationships among coffee shops’ sensory marketing factors, the “PAD” emotions (pleasure, arousal, and dominance), flow, and behavioral intentions. It employed an online survey of coffee shop customers aged 20 years and older. A total of 608 surveys were used for the final analysis. The results showed that there are statistically meaningful relationships between “sight” and dominance, “sound” and arousal, “taste” and dominance, “taste” and arousal, “touch” and dominance, and “touch” and arousal. In addition, it was confirmed that there are significant relationships among the PAD emotions; pleasure also has positive effects on flow and behavioral intentions. Finally, this study found significant moderating effects of hedonic and utilitarian usage motivations on the hypothesized relationships. Based on our findings, several important academic and business implications are provided, which can contribute to the sustainability of coffee shops.

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Section: Effects Of Pleasure On Flow and Behavioral Intentionsmentioning

confidence: 99%

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Jang

Lee

2019

Sustainability

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“…The present research helps to introduce a clearer understanding of the applicability of the traditional S-O-R model and provides extraordinary insights through testing a research model addressing both customer affective states and cognitive inferences as interrelated mediating variables. Moreover, unlike the majority of previous empirical research, the design characteristics were observed in the current study as a multidimensional variable rather than a certain specific aspect such as interior colour, décor, and interior design (Jain et al, 2014;Ryu & Han, 2011;Tantanatewin & Inkarojrit, 2018). This provided a broader understanding of several different design features within the restaurant environment and its impact as a holistic unit in enriching customer experience in restaurants.…”

Section: Resultsmentioning

confidence: 87%

“…In addition to that, design factors are explored in this study as a multidimensional factor rather than a certain specific dimension such as colour and layout as reported by the most of previous studies (e.g. Githiri, 2016;Jain et al, 2014;Ryu & Han, 2011;Tantanatewin & Inkarojrit, 2018). Furthermore, the research findings are expected to provide a theoretical foundation that explains how the affective and cognitive states influence customers' intentions specifically in restaurant settings.…”

Section: Research Significancementioning

confidence: 99%

“…In this extent, Wakefield and Blodgett (1996) declared that servicescape influences perceived quality, which result in more satisfaction. To explore the interaction between the environment and customer responses to environmental stimuli, M-R model founded by Mehrabian and Russell (1974) is considered as one of the robust models utilized to evaluate the influence of atmospheric on consumer behaviour in in different consumption areas (Ali & Amin, 2014;Heung & Gu, 2012;Ryu & Han, 2011;Tantanatewin & Inkarojrit, 2018). According to S-O-R model, design factor is considered as a stimulus influencing individual's emotions.…”

Section: Fig 1 One-step Parallel Mediation Modelmentioning

confidence: 99%

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The effect of design of restaurant on customer behavioral intentions

Nusairat¹,

Hammouri²,

Al-Ghadir³

et al. 2020

10.5267/j.msl

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This study investigates the mechanism by which customers' affective and cognitive states drive their behavioural intentions towards upscale restaurants. With stimulus-organism-response (SOR) theory as a backbone, two competing mediation scenarios; one-step versus two-step mediation are examined. A dataset of 425 conveniently selected valid responses was used to test the models. Structural equation modelling shows that customer behavioural intentions were better explained by a cognitive-affective mediated model than by one-step mediated model. The results of hypotheses testing reveal the significance of restaurant design in enrichening customers' cognitive experience, thus, eliciting their affective states, which ultimately affect their behavioural intentions. This paper shows the applicability of the cognitive theory of emotions in explaining restaurant design-customer behavioural intentions relationship. The results also provide insights for restaurant operators on how the design characteristics of their restaurants can be best utilised to encourage positive customer responses. Discussion, conclusion and future work are also provided.

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“…Nowadays, an increasing value is being attached to the significance of the space in which people live, in terms of their general mental and physical state. In order to ensure the maximum effectiveness of education and work conditions, medical care and hospitalisation, one seeks to employ such architectural and technical solutions which are the most supportive of students, workers and patients, and give them the highest level of comfort [2,3,4,5].…”

Section: Introductionmentioning

confidence: 99%

The effects of interior design on wellness – Eye tracking analysis in determining emotional experience of architectural space. A survey on a group of volunteers from the Lublin Region, Eastern Poland

Tuszyńska-Bogucka¹,

Kwiatkowski²,

Chmielewska³

et al. 2020

Ann Agric Environ Med.

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Introduction and objective. Using the concepts of Ulrich's theory of supportive design and Malkin's healing environment, an eye tracking experiment was designed in order to measure respondents' reactions while looking at visualisations of various interiors, with the aim of verifying whether certain parameters of an interior are related to emotional reactions in terms of positive stimulation, and the sense of security and comfort. Materials and method. 12 boards were designed, incorporating standard features of an interior, i.e. (1) proportions, (2) lighting, (3) colour scheme of a room, as well as (4) the colours and spatial arrangement of furnishings. Respondents' reactions were recorded with an eye tracker Tobii TX300 and supplemented by self-descriptions of emotional reactions. Results. The results showed that the varying spatial and colour arrangements presented in the interior visualisations provoked different emotional responses, confirmed by pupil reaction parameters, as measured by the eye tracking device. Conclusions. Architectural space can have a diverse emotional significance and impact on an individual's emotional state. This is an important conclusion from the point of view of optimising and creating the so-called supportive and healing environment. The results have implications for the interpretation of the pupil diameter as an index of emotional reactions to different architectural space visualisations. Testing the eye tracker as a method helpful in diagnosing the emotional reactions to features of the interior is justified, and can provide an effective tool for early diagnosis of the impact of architectural space on the well-being of individuals. It can also be a good form of testing the emotional significance of architectural designs before they are implemented.

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The influence of emotional response to interior color on restaurant entry decision

Cited by 84 publications

References 45 publications

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

The effect of design of restaurant on customer behavioral intentions

The effects of interior design on wellness – Eye tracking analysis in determining emotional experience of architectural space. A survey on a group of volunteers from the Lublin Region, Eastern Poland

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