Colors and cultures: Exploring the effects of mall décor on consumer perceptions

Jean Charles Chebat, Maureen Morrin

Research output: Contribution to journalArticlepeer-review

97 Scopus citations

Abstract

A field study (n = 587) explores the effects of warm versus cool color mall décors on shopper perceptions by subculture. French-Canadians had higher perceptions of product quality when the mall exhibited a warm color décor. In contrast, Anglo-Canadians had higher perceptions of product quality when the mall exhibited a cool color décor. The analysis indicates that the perceptual enhancements were mediated largely by cognitive rather than affective mechanisms.

Original languageEnglish (US)
Pages (from-to)189-196
Number of pages8
JournalJournal of Business Research
Volume60
Issue number3
DOIs
StatePublished - Mar 2007

All Science Journal Classification (ASJC) codes

  • Marketing

Keywords

  • Color
  • Consumer
  • Décor
  • Subculture

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