Association of consumers' sex and eyedness and lighting and wall color of a store with price attraction and perceived quality of goods and inside visual appeal.
The associations of sex and eyedness of consumers in a market and the market's lighting and wall color with price attraction and perceived quality of goods and the inside visual appeal were studied using an inventory after shopping by 440 men and 478 women, 20 to 60 years old (M = 29.3, SD = 10.2). Two lights (soft and bright) and 4 colors (blue, yellow, green, and red) and neutral light (white) were used. Women rated the prices of goods more attractive compared to men. In the total sample, left-eye preferents rated visual appeal higher compared to right-eye preferents. Bright light was associated with higher visual appeal than soft light. Green was associated with the highest inside visual appeal and perceived quality of goods, which may be due to its intermediate wavelength.
Barli
Onder
O
Atatürk University, Erzurum, Turkey.
Bilgili
Bilsen
B
Dane
Senol
S
D000328:Adult; D000339:Affect; D001290:Attitude; D003116:Color; D003258:Consumer Behavior; D023882:Dominance, Ocular; D005260:Female; D006801:Humans; D007374:Interior Design and Furnishings; D008029:Lighting; D008297:Male; D040541:Marketing; D008875:Middle Aged; D009042:Motivation; D012737:Sex Factors; D014796:Visual Perception