The role of color in the attainment of customers’ intensive buying intention : an exploratory descriptive case study : (S. O. R model application)
Joint Authors
Ayyad, Salih
Ibn Habib, Abd al-Razzaq
Source
Recherches Économiques et Managériales
Issue
Vol. 2016, Issue 19 (30 Jun. 2016), pp.11-26, 16 p.
Publisher
Publication Date
2016-06-30
Country of Publication
Algeria
No. of Pages
16
Main Subjects
Business Administration
Marketing
Abstract EN
This research work studied the influence of colors in groceries, as an atmospheric variable, on the customer’s impulsive intention of buying.
In the literature review, the researcher introduced the theoretical and methodological bases responding to this problematic situation.
An experiment was made in the laboratory where 200 participants had visited a virtual grocery with 4 different color conditions (red, yellow, blue and green).
Then they answered a questionnaire about the variables of this study.
The results showed that colors influence the customer’s impulsive intention of buying either directly or through affect as intermediary
American Psychological Association (APA)
Ayyad, Salih& Ibn Habib, Abd al-Razzaq. 2016. The role of color in the attainment of customers’ intensive buying intention : an exploratory descriptive case study : (S. O. R model application). Recherches Économiques et Managériales،Vol. 2016, no. 19, pp.11-26.
https://search.emarefa.net/detail/BIM-800979
Modern Language Association (MLA)
Ayyad, Salih& Ibn Habib, Abd al-Razzaq. The role of color in the attainment of customers’ intensive buying intention : an exploratory descriptive case study : (S. O. R model application). Recherches Économiques et Managériales No. 19 (Jun. 2016), pp.11-26.
https://search.emarefa.net/detail/BIM-800979
American Medical Association (AMA)
Ayyad, Salih& Ibn Habib, Abd al-Razzaq. The role of color in the attainment of customers’ intensive buying intention : an exploratory descriptive case study : (S. O. R model application). Recherches Économiques et Managériales. 2016. Vol. 2016, no. 19, pp.11-26.
https://search.emarefa.net/detail/BIM-800979
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 23-26
Record ID
BIM-800979