Yu, L orcid.org/0000-0002-1664-2230, Westland, S orcid.org/0000-0003-3480-4755, Li, Z orcid.org/0000-0003-2583-5082 et al. (1 more author) (2021) The effect of decision time-length condition on consumer product-colour purchase decision. Color Research & Application, 46 (6). pp. 1360-1370. ISSN 0361-2317
Abstract
This article describes a developed conceptual framework for understanding consumer product-colour purchase decision in different time-length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision-time-length), has been introduced. The purpose of this study is to test whether the length of decision time-length affects the stability of consumers' product-colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product-colour decisions. This work used three research activities (two-set online surveys and one-set laboratory experiment) and two research methods (multiple choice for six-alternative-forced-choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time-length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product-colour decisions when they are in different shopping-time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product-colour purchase intentions in short-time decision-making conditions; and primary colour factors might influence consumer product-colour purchase intentions more in the long-time decision-making condition.
Metadata
Item Type: | Article |
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Authors/Creators: | |
Copyright, Publisher and Additional Information: | © 2021 Wiley Periodicals LLC. This is the peer reviewed version of the following article: Yu, L , Westland, S , Li, Z et al. (1 more author) (2021) The effect of decision time-length condition on consumer product-colour purchase decision. Color Research & Application, 46 (6). pp. 1360-1370., which has been published in final form at https://doi.org/10.1002/col.22665. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. |
Keywords: | colour factors; packaging design; purchase decision; time-length condition |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Engineering & Physical Sciences (Leeds) > School of Electronic & Electrical Engineering (Leeds) > Robotics, Autonomous Systems & Sensing (Leeds) The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 16 Jul 2021 10:00 |
Last Modified: | 12 Jan 2023 10:21 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/col.22665 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:176253 |