期刊
JOURNAL OF BUSINESS RESEARCH
卷 60, 期 3, 页码 189-196出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2006.11.003
关键词
consumer; decor; color; subculture
类别
A field study (n = 587) explores the effects of warm versus cool color mall decors on shopper perceptions by subculture. French-Canadians had higher perceptions of product quality when the mall exhibited a warm color decor. In contrast, Anglo-Canadians had higher perceptions of product quality when the mall exhibited a cool color decor. The analysis indicates that the perceptual enhancements were mediated largely by cognitive rather than affective mechanisms. (C) 2006 Elsevier Inc. All rights reserved.
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