IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v24y2024i3d10.1007_s10660-022-09610-3.html
   My bibliography  Save this article

Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention

Author

Listed:
  • Ai-Yun Hsieh

    (Chinese Culture University)

  • Shao-Kang Lo

    (Chinese Culture University)

  • Yujong Hwang

    (DePaul University
    Kyung Hee University)

Abstract

This paper investigated whether arousal induced by background colour (warm or cool colours) affects consumer memory and responses. Three experiments were conducted. The results of Experiment 1 demonstrated that a warm background colour results in greater arousal level and superior memorability than a cool background colour does. In Experiment 2, we applied this notion to online shopping platform and confirmed the effect of colour on arousal and platform remembrance. Besides, platform attitude and patronage intention were found a significant difference under different background colours in Experiment 3. This study used a galvanic skin response device to measure arousal level because it is a more direct and objective means of measuring an individual’s intuitional response. The findings have important implications for platform managers seeking to generate more orders by manipulating the background colour of an e-commerce website.

Suggested Citation

  • Ai-Yun Hsieh & Shao-Kang Lo & Yujong Hwang, 2024. "Making customers more likely to come back: the role of background colour in triggering arousal to influence memory, attitude, and patronage intention," Electronic Commerce Research, Springer, vol. 24(3), pages 2045-2064, September.
    • Handle: RePEc:spr:elcore:v:24:y:2024:i:3:d:10.1007_s10660-022-09610-3
    DOI: 10.1007/s10660-022-09610-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-022-09610-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10660-022-09610-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bettiga, Debora & Lamberti, Lucio & Noci, Giuliano, 2017. "Do mind and body agree? Unconscious versus conscious arousal in product attitude formation," Journal of Business Research, Elsevier, vol. 75(C), pages 108-117.
    2. Pedersen, Tore & Friman, Margareta & Kristensson, Per, 2011. "The role of predicted, on-line experienced and remembered satisfaction in current choice to use public transport services," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 471-475.
    3. Mitchell, Deborah J & Kahn, Barbara E & Knasko, Susan C, 1995. "There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 229-238, September.
    4. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    5. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
    6. Ward, James C. & Barnes, John W., 2001. "Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 139-144, November.
    7. Rajesh Bagchi & Amar Cheema, 2013. "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 947-960.
    8. Kroeber-Riel, Werner, 1979. "Activation Research: Psychobiological Approaches in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(4), pages 240-250, March.
    9. Fabrizio Di Muro & Kyle B. Murray, 2012. "An Arousal Regulation Explanation of Mood Effects on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(3), pages 574-584.
    10. Michael Flacandji & Nina Krey, 2020. "Remembering shopping experiences: The Shopping Experience Memory Scale," Post-Print hal-03219821, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:dgr:rugsom:04f04 is not listed on IDEAS
    2. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    3. Han, Yoonju & Chandukala, Sandeep R. & Li, Shibo, 2022. "Impact of different types of in-store displays on consumer purchase behavior," Journal of Retailing, Elsevier, vol. 98(3), pages 432-452.
    4. Broekhuizen, Thijs L.J. & Jager, Wander, 2004. "A conceptual model of channel choice: measuring online and offline shopping value perceptions," Research Report 04F04, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    5. Aboubaker Ettis, Saïd, 2017. "Examining the relationships between online store atmospheric color, flow experience and consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 43-55.
    6. Hsieh, Jung-Kuei & Hsieh, Yi-Ching & Chiu, Hung-Chang & Yang, Ya-Ru, 2014. "Customer Response to Web Site Atmospherics: Task-relevant Cues, Situational Involvement and PAD," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 225-236.
    7. Hsu, Hsuan Yu & Tsou, Hung-Tai, 2011. "Understanding customer experiences in online blog environments," International Journal of Information Management, Elsevier, vol. 31(6), pages 510-523.
    8. Chebat, Jean-Charles & Chebat, Claire Gelinas & Vaillant, Dominique, 2001. "Environmental background music and in-store selling," Journal of Business Research, Elsevier, vol. 54(2), pages 115-123, November.
    9. Choi, Jungsil & Li, Yexin Jessica & Rangan, Priyamvadha & Yin, Bingqing & Singh, Surendra N., 2020. "Opposites attract: Impact of background color on effectiveness of emotional charity appeals," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 644-660.
    10. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    11. Campbell, Jeffrey M. & DiPietro, Robin B., 2014. "Sign of the times: Testing consumer response to local food signage within a casual dining restaurant," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 812-823.
    12. Lee, Seunghyun & Ha, Sejin & Widdows, Richard, 2011. "Consumer responses to high-technology products: Product attributes, cognition, and emotions," Journal of Business Research, Elsevier, vol. 64(11), pages 1195-1200.
    13. Ha-Lim Rhee & Kyu-Hye Lee, 2021. "Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality," Sustainability, MDPI, vol. 13(11), pages 1-14, June.
    14. Loureiro, Sandra Maria Correia & Roschk, Holger, 2014. "Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 211-219.
    15. Lunardo, Renaud, 2012. "Negative effects of ambient scents on consumers’ skepticism about retailer’s motives," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 179-185.
    16. Roschk, Holger & Loureiro, Sandra Maria Correia & Breitsohl, Jan, 2017. "Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color," Journal of Retailing, Elsevier, vol. 93(2), pages 228-240.
    17. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    18. Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.
    19. Pillai, Kishore Gopalakrishna & Katsikeas, Constantine S. & Presi, Caterina, 2012. "Print advertising: Type size effects," Journal of Business Research, Elsevier, vol. 65(6), pages 865-868.
    20. Shun-Yang Lee & Julian Runge & Daniel Yoo & Yakov Bart & Anett Gyurak & J. W. Schneider, 2023. "COVID-19 Demand Shocks Revisited: Did Advertising Technology Help Mitigate Adverse Consequences for Small and Midsize Businesses?," Papers 2307.09035, arXiv.org, revised Jan 2024.
    21. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elcore:v:24:y:2024:i:3:d:10.1007_s10660-022-09610-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.