Recherchers economiques manageriales
Volume 10, Numéro 1, Pages 11-26
2016-06-06

The Role Of Color In The Attainment Of Customers’ Intensive Buying Intention: An Exploratory Descriptive Case Study (s.o.r Model Application)



Authors : Saleh Ayad . Abdrezak Benhabib .

Abstract

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

Keywords

: the color, the impulsive intention of buying, affect

Les articles similaires

دور إباضية المغرب الأوسط في تنشيط التجارة الصحراوية خلال العصر الوسيط Thé Rôle Of Ibadis Of Thé Central Maghreb Un Stimulating Thé Désert Trade During Thé Middle Age

بوسالم أحلام .  عابد يوسف . 
ص 117-132.

Muhammad A.r .webb: Thé First Anglo White Concert To Islam Un Thé U.s.a Ans Thé Influence Of Thé Ah Adyya Movemment

Yahia Zeghoudi . 
pages 74-88.

Intensive Versus Non Intensive Arabic

Sami A.hanna . 
pages 63-67.

Daughters Of Distanced Mothers: The Quest Of Selfhood In Toni Morrison’s Sula (1973) And The Alicdaughters Of Distanced Mothers: The Quest Of Selfhood In Toni Morrison’s Sula (1973) And The Alice Walker's The Color Purple (1982)e Walker's The Color Purple (1982)

Bellahcene Mallek . 
pages 39-64.

Thé Cultural And Linguistic Impact Of Gothic Literature On The Identity Of Algerian Teenagers: A Metamorphosis.

Said Houari Amel . 
pages 257-268.

Formats de citation