THE ROLE OF COLOR IN THE ATTAINMENT OF CUSTOMERS’ INTENSIVE BUYING INTENTION: AN EXPLORATORY DESCRIPTIVE CASE STUDY (S.O.R MODEL APPLICATION)

SALAH AYAD, WAFAA BERBER NÉE BERRACHED

Résumé


This research work studied the influence of colors in groceries, as an atmospheric variable, on the customer’s impulsive intention of buying. In the literature review, the researcher introduced the theoretical and methodological bases responding to this problematic situation. An experiment was made in the laboratory where 200 participants had visited a virtual grocery with 4 different color conditions (red, yellow, blue and green). Then they answered a questionnaire about the variables of this study. The results showed that colors influence the customer’s impulsive intention of buying either directly or through affect as intermediary.

Mots-clés


The color, The impulsive intention of buying, Affect

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