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The Four Dimensional Impact Of Color On Shoppers’ Emotions

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Author Info
M. BRENGMAN
M. GEUENS ()

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Abstract

The PAD-scale has extensively been used in consumer research. Since studies on the impact of store interior color on affective responses are scarce and focussed solely on color hue, neglecting color brightness and saturation, and furthermore only investigated a maximum of four hues, the research objective was to validate the PAD scale by means of an 8 (hue) by 2 (brightness) by 2 (saturation) experimental design. The data do not seem to underlie three, but four factors: pleasure, tension, excitement and dominance. Overall, the PAD-scores prove to have adequate reliability and validity, although the dominance construct is rather weak

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Publisher Info
Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 03/204.

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Length: 20 pages
Date of creation: Dec 2003
Date of revision:
Handle: RePEc:rug:rugwps:03/204

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  1. Machleit, Karen A. & Eroglu, Sevgin A., 2000. "Describing and Measuring Emotional Response to Shopping Experience," Journal of Business Research, Elsevier, vol. 49(2), pages 101-111, August. [Downloadable!] (restricted)
  2. Darden, William R. & Babin, Barry J., 1994. "Exploring the concept of affective quality: Expanding the concept of retail personality," Journal of Business Research, Elsevier, vol. 29(2), pages 101-109, February. [Downloadable!] (restricted)
  3. Bateson, John E G & Hui, Michael K, 1992. " The Ecological Validity of Photographic Slides and Videotapes in Simulating the Service Setting," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(2), pages 271-81, September.
  4. Hui, Michael K & Bateson, John E G, 1991. " Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 18(2), pages 174-84, September.
  5. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 404-20, December.
  6. Hildebrandt, Lutz, 1987. "Consumer retail satisfaction in rural areas: A reanalysis of survey data," Journal of Economic Psychology, Elsevier, vol. 8(1), pages 19-42, March. [Downloadable!] (restricted)
  7. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August. [Downloadable!] (restricted)
  8. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July. [Downloadable!] (restricted)
  9. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August. [Downloadable!] (restricted)
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