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1 – 10 of over 23000
Article
Publication date: 4 January 2023

Shadab Khalil, Pubali Chatterjee and Julian Ming-Sung Cheng

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors

Abstract

Purpose

This study aims to investigate the effect of color temperature on consumption. Color is one of the most powerful elements of sensory marketing. However, how warm and cool colors drive consumer indulgence and interact with other visual cues is minimally understood.

Design/methodology/approach

This research conducts six experiments to investigate the effect of eight warm and cool colors and the effect of warm/cool color’s interaction with reflectance on indulgent consumption/use in various retail environments.

Findings

Studies 1a and 1b support the contrasting effects of warm vs cool colors on consumers’ indulgent consumption. Studies 2a and 2b establish the serial mediating role of arousal and self-reward focus in the color-indulgence relationship. Study 3a demonstrates the interactive effect of warm (vs cool) colors and glossy (vs matte) reflectance on consumer indulgence, and Study 3b confirms how glossy (vs matte) reflectance moderates the serial mediating effect of arousal and self-reward focus in the color-indulgence relationship.

Research limitations/implications

This research contributes to the growing stream of research on the visual aspect of sensory marketing, especially color, and advances the theoretical knowledge of how color could be used effectively to influence consumer indulgence.

Practical implications

This research provides actionable managerial implications on the effective use of warm and cool colors and glossy and matte reflectance to influence consumer indulgence.

Originality/value

This research advances the theoretical and empirical knowledge of color’s interaction with other visual sensory cues and the underlying psychological processes shaping consumer indulgence.

Details

European Journal of Marketing, vol. 57 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 23 September 2019

Ershad Sheibani, Golshan Matinfar, Sahar Jazaeri and Abdorreza Mohammadi

The purpose of this paper is to investigate the influences of the interactions of taste, colour and labelling on sensory perception, liking and identification of saffroned…

Abstract

Purpose

The purpose of this paper is to investigate the influences of the interactions of taste, colour and labelling on sensory perception, liking and identification of saffroned products.

Design/methodology/approach

The consumer and discrimination tests (N=120, 18, 25, 78, for Experiments 1–4, respectively) were conducted. The analyses of discrimination tests were performed using the Thurstonian model and R-index. The results from consumer studies were analysed using the Kruskal–Wallis test, penalty analysis and correlation matrix.

Findings

The study revealed that saffron can interact with the perception of sour and bitter taste and has no significant effects on the sweetness. The colour and labelling generated expectations for quality and sweetness of the samples. When the disparity between the expectation and actual experience was occurred resulted in contrast/assimilation effects on the hedonic ratings and negatively impacted consumer acceptability of the product.

Practical implications

This study showed that the visual cues can modulate the expectation for particular sensory perceptions and also affect the hedonic experiences. Saffron adulteration can be identified by the consumers and can result in a significant decrease in the acceptability of the products. Hence, the practice of substituting saffron with ingredients with a similar colour in these products can be detrimental for business. Additionally, it was revealed that saffron colour is associated with the expected and actual sweet taste perception. Therefore, it is possible to manipulate yellow colour cues to reduce sweeteners in different food products that contain saffron.

Originality/value

The sensory characteristics and consumer perception of saffron have been rarely studied. This study revealed that flavour perception and quality determination of saffroned foods involves the combinations of different sensory modalities and cognitive (expectancy) inputs.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 18 July 2023

Ka Wing Chan, Felix Septianto, Junbum Kwon and Revathi Sridhar Kamal

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media…

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Abstract

Purpose

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.

Design/methodology/approach

By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.

Findings

Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.

Research limitations/implications

There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.

Practical implications

Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.

Originality/value

The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 June 2010

Hannele Kauppinen‐Räisänen and Harri T. Luomala

The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package…

18558

Abstract

Purpose

The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product. It also aims at offering insights into the meanings associated with colours in a product context.

Design/methodology/approach

Understanding of package colours was elicited by applying the preference‐consumption difference interview technique. The data were analysed applying means‐end chain. Accordingly, it was possible to detect, not only the multifunction played by package colours, but also meanings that colours conveyed at different abstraction level. As colour research within marketing was fragmented and no such colour theory exists, the paper developed a theoretical framework for the paper.

Findings

Based on the evidence, the proposed framework is further elaborated so that it could better capture the connections between colour and consumers' product experiences. Hence, the paper supports the significance of the functions emphasised by past research and uncovers the qualitative connections between packages colour meanings and product type.

Research limitations/implications

Future research should extend the size of the sample, types of products, geographical area, and colours.

Practical implications

The evidence shows that colours should be carefully considered when launching new brands or, indeed, when brand packages are redesigned, the multifunction of colours should be taken into consideration.

Originality/value

The paper covers an area neglected by past research, which has implications for understanding consumers' brand preferences.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 10 June 2014

Fariha Ejaz, Justin Ryan, Megan Henriksen, Lillee Stomski, Megan Feith, Michele Osborn, Stephen Pophal, Randy Richardson and David Frakes

– The purpose of this study was to develop and apply new physical heart defect models (PHDMs) that are patient-specific and color-coded with an optimized map.

Abstract

Purpose

The purpose of this study was to develop and apply new physical heart defect models (PHDMs) that are patient-specific and color-coded with an optimized map.

Design/methodology/approach

Heart defect anatomies were segmented from medical images and reconstructed to form virtual models, which were then color-coded and rapid prototyped. The resulting PHDMs were used in a medical educational study to evaluate their pedagogical efficacy and in clinical case studies to investigate their utility in surgical planning.

Findings

A growing library of 36 PHDMs (including the most common defects) was generated. Results from the educational study showed that the PHDMs enabled uniquely effective learning, and the clinical case studies indicated that the models added value as surgical planning aids.

Research limitations/implications

The education study involved a limited number of students, so future work should consider a larger sample size. The clinical case studies favored use of the PHDMs in surgical planning, but provided only qualitative support.

Practical implications

Workflow optimization is critical for PHDMs to be used effectively in surgical planning because some operations must be performed in emergently.

Social implications

Because PHDMs have potential to influence surgeons’ actions as surgical planning aids, their use in that context must be thoroughly vetted.

Originality/value

The proposed models represent the first PHDMs that are patient-specific and fully color-coded with a standardized map optimized for the human visual system. The models enhanced medical education and facilitated effective surgical planning in this study.

Details

Rapid Prototyping Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1355-2546

Keywords

Article
Publication date: 5 July 2021

Asli Sakarya and Ibrahim Taylan Dortyol

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This…

Abstract

Purpose

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This study aims to determine how haptic (weight) and visual (colour) cues of drinking vessels affect the taste and price perception of coffee.

Design/methodology/approach

The authors created three different experimental designs. Given that coffee is a popular drink among the younger population, the authors invited undergraduate students in the 18–24 age group into this study. The participants tasted the same coffee from cups differ in weight (heavy and normal) and colour (congruent, incongruent and neutral), after which their opinions about the taste and price were recorded.

Findings

According to the results, increasing the weight of the cup creates a more positive perception of the smell and density of the coffee. Moreover, coffee served in a heavy cup was perceived to be more expensive than in other cups. The authors also found that incongruent cups received a lower score in all evaluations regarding taste perception. In the final experiment, the authors used the weight and colour manipulations together. According to the participants, the most fragrant coffee was perceived from a heavy and congruent cup.

Research limitations/implications

Small sample is one of the limitations of this study. Future studies could be conducted with bigger and more diverse sample using different kinds of coffee beans.

Practical implications

It will be appropriate for coffee producers to design the cups in light of the said results.

Originality/value

The paucity in the existing literature of sensory marketing studies using hot drinks is remarkable, especially takeaway coffee, which is becoming more popular with an increasing number of coffee chains, and needs to be examined in detail.

Details

Young Consumers, vol. 23 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 10 September 2021

Xueping Wang and Xinqin Gao

The engineering education accreditation (EEA) is a principal quality assurance mechanism. However, at many education institutions, the most labor-intensive work of EEA process is…

1983

Abstract

Purpose

The engineering education accreditation (EEA) is a principal quality assurance mechanism. However, at many education institutions, the most labor-intensive work of EEA process is accomplished manually. Without the support of computer and information technology, the EEA process leads to high labor intensity, low work efficiency and poor management level. The purpose of this paper is to build a complex network model and realize an information management system of talent training program for supporting the EEA process.

Design/methodology/approach

Based on polychromatic graph (PG), this paper builds a network model of talent training program for engineering specialty. The related information and data are organized and processed in this network model. From the bidirections of top-down and bottom-up, the user requirements are retrieved automatically in logic layer. Together with the specialty of mechanical engineering, the proposed PG-based network modeling method is applied and the corresponding information management system is realized.

Findings

The study results show that the PG-based network modeling method takes full advantages of the strong simulation ability of PG to model the complex network system and has some unique merits in formal expression of problem, efficient processing of information and lightweight realization of system. Further, the information management system of talent training program can reduce the tedious human labor and improve the management level of EEA process dramatically.

Originality/value

This paper proposes a PG-based network modeling method, in which the nodes and the edges can be painted by some unified colors to describe the different kinds of activities and the various types of interactions. Theoretically, this modeling method does not distinguish the activities, the interactions and their properties in graphic symbol and the problem size is diminished about a half. Furthermore, this paper provides an effective experience and idea to the education institutions for implementing the engineering education accreditation, increasing the education management efficiency and promoting the talent training quality.

Article
Publication date: 20 February 2019

ChangHyun Jin, MoonSun Yoon and JungYong Lee

This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other…

8419

Abstract

Purpose

This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.

Design/methodology/approach

Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.

Findings

The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.

Research limitations/implications

The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.

Practical implications

In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.

Originality/value

Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 February 2004

David P. Oulton and Tara Young

This paper describes how the communication of colour specifications between designers and technical production personnel has been improved using calibrated colour and digital…

1021

Abstract

This paper describes how the communication of colour specifications between designers and technical production personnel has been improved using calibrated colour and digital networking. The electronic colour communication system known as “Imagemaster”™ is described in which both colour and texture are quantified by calibrated variables. Colour is calibrated by reference to CIE colour co‐ordinates. Imagemaster also uses and if necessary generates a reflectance curve for each object on the screen for use as a production colour specification. A novel colorimetric model of textile textures based on image content is described, which can be used to predict the independent effect of texture as a distinct component of overall colour appearance. Close electronic collaboration between all those contributing to design, product development and production is described. Savings in the complexity, cost and lead‐time for achieving correct colour and technical specifications are reported.

Details

International Journal of Clothing Science and Technology, vol. 16 no. 1/2
Type: Research Article
ISSN: 0955-6222

Keywords

Article
Publication date: 26 November 2021

Raffaele Campo, Pierfelice Rosato and Enrico Battisti

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to…

4699

Abstract

Purpose

This paper is aimed at examining and critically analyzing systematical literature on wine and cross-modality between the five senses. In particular, the researchers want to highlight the role of multisensory analysis on wine marketing and consumer behavior studies.

Design/methodology/approach

This paper is based on a systematic review of literature conducted on peer-reviewed journals.

Findings

Results highlight how multisensory analysis of wine is a growing topic insomuch that research on this kind of topic is exploded in the last years. Nevertheless, wine and cross-modality is more analyzed on food science journals than in marketing ones.

Originality/value

The paper examines a field of research moderately explored in order to shed light to the current status of scientific studies and to propose new research questions to develop.

Details

British Food Journal, vol. 124 no. 10
Type: Research Article
ISSN: 0007-070X

Keywords

1 – 10 of over 23000