Similar or contrastive? Impact of product–background color combination on consumers' product evaluations

Volume: 37, Issue: 7, Pages: 961 - 979
Published: Apr 29, 2020
Abstract
Based on arousal theory, this study explores the impact of product–background color combination on consumers' product evaluations through four empirical analysis. As predicted, the interaction of product–background color combinations and product types has a significant influence on consumers' product evaluations. For functional products, the product–background similar color combination can cause consumers' higher product evaluations. However,...
Paper Details
Title
Similar or contrastive? Impact of product–background color combination on consumers' product evaluations
Published Date
Apr 29, 2020
Volume
37
Issue
7
Pages
961 - 979
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