What Colour and Light Do in Service Atmospherics: A Neuro-Marketing Perspective

Abstract

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

Citation

Ozkul, E., Boz, H., Bilgili, B. and Koc, E. (2019), "What Colour and Light Do in Service Atmospherics: A Neuro-Marketing Perspective", Volgger, M. and Pfister, D. (Ed.) Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Advances in Culture, Tourism and Hospitality Research, Vol. 16), Emerald Publishing Limited, Leeds, pp. 223-244. https://doi.org/10.1108/S1871-317320190000016022