کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7419130 1482468 2018 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The influence of emotional response to interior color on restaurant entry decision
ترجمه فارسی عنوان
تأثیر پاسخ احساسی به رنگ داخلی در تصمیم ورود به رستوران
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
چکیده انگلیسی
Color is one of the essential aesthetic design elements in restaurant setting due to its high impact on customer's emotional and behavioral responses. The purpose of this study is to explore the linkage between emotional response to interior color and restaurant entry decision. A total of 496 research participants evaluated eleven computer-generated restaurant scenes with different interior colors. Each participant was asked to evaluate his/her emotional responses on nine adjective pairs of the PAD emotion scale as well as his/her entry decision. Logistic regression models were derived to indicate the probability of entering the restaurant. Pleasure was found to be the best behavioral response predictor. Data analysis also showed that restaurant scenes with high value color and warm-tone color received higher scores for pleasure. This study concludes that to fully understand the effects of color on emotional and behavioral responses in restaurants, additional color attributes should be further examined.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 69, January 2018, Pages 124-131
نویسندگان
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