Colors and Cultures: Exploring the Effect of Mall Décor on Consumer Perceptions

03-01-2007

A field study explores the effects of warm versus cool color mall décors on shopper perceptions by subculture. French-Canadians had higher perceptions of product quality when the mall exhibited a warm color décor. In contrast, Anglo-Canadians had higher perceptions of product quality when the mall exhibited a cool color décor. The analysis indicates that the perceptual enhancements were mediated largely by cognitive rather than affective mechanisms.

Methodology
field study of 587 Canadian consumers

Channel
shopping malls

Source
Journal of Business Research
Volume 60, Issue 3, March 2007, Pages 189–196

Author
Jean-Charles Chebata, Maureen Morrinb

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