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The effects of background color, shape and dimensionality on purchase intentions in a digital product presentation

Author

Listed:
  • Rafal Michalski
  • Jerzy Grobelny

Abstract

The presented study explores diverse ways of demonstrating the product in a digital way, e.g. in big digital outdoor telebims, monitors situated in supermarkets or electronic shops available on the Internet. Three different factors were examined in a laboratory based experiment: product presentation background colors (red, green, and blue), presentation shape (sharp versus rounded edges) and presentation dimensionality (two and three dimensional). The potential customers expressed their purchase intentions towards various product presentation variants by means of pairwise comparisons. The analysis of data collected from 51 persons revealed the statistical importance of all three examined factors along with the significance of dimensionality and shape interaction. Subjects preferred rounded options more than these with sharp edges only. The three dimensionally looking package was better liked than its two dimensional counterpart. Participants favored also blue background color over the red and green ones.

Suggested Citation

  • Rafal Michalski & Jerzy Grobelny, 2016. "The effects of background color, shape and dimensionality on purchase intentions in a digital product presentation," WORking papers in Management Science (WORMS) WORMS/16/15, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms1615
    DOI: 10.1007/978-3-319-40238-3_45
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_16_15.pdf
    File Function: Final version, 2016
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    File URL: https://libkey.io/10.1007/978-3-319-40238-3_45?utm_source=ideas
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    References listed on IDEAS

    as
    1. Jerzy Grobelny & Rafal Michalski, 2015. "The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product," WORking papers in Management Science (WORMS) WORMS/15/05, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    2. Carolina Werle & Laurie Balbo & Cindy Caldara & Olivier Corneille, 2016. "Is plain food packaging plain wrong? Plain packaging increases unhealthy snack intake among males," Grenoble Ecole de Management (Post-Print) hal-02014106, HAL.
    3. Carolina Werle & Laurie Balbo & Cindy Caldara & Olivier Corneille, 2016. "Is plain food packaging plain wrong? Plain packaging increases unhealthy snack intake among males," Post-Print hal-02014106, HAL.
    4. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Digital signage; Two and three dimensions; Package design; Roundedness; Purchase intensions; AHP;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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