Article ID Journal Published Year Pages File Type
1019148 Journal of Business Research 2007 8 Pages PDF
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.

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Social Sciences and Humanities Business, Management and Accounting Business and International Management
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Colors and cultures: Exploring the effects of mall décor on consumer perceptions
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