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The effect of decision time‐length condition on consumer product‐colour purchase decision
Author(s) -
Yu Luwen,
Westland Stephen,
Li Zhenhong,
Xia Guobin
Publication year - 2021
Publication title -
color research and application
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.393
H-Index - 62
eISSN - 1520-6378
pISSN - 0361-2317
DOI - 10.1002/col.22665
Subject(s) - product (mathematics) , set (abstract data type) , order (exchange) , decision aids , computer science , mathematics , business , medicine , alternative medicine , pathology , geometry , finance , programming language
This article describes a developed conceptual framework for understanding consumer product‐colour purchase decision in different time‐length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision‐time‐length ), has been introduced. The purpose of this study is to test whether the length of decision time‐length affects the stability of consumers' product‐colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product‐colour decisions. This work used three research activities (two‐set online surveys and one‐set laboratory experiment) and two research methods (multiple choice for six‐alternative‐forced‐choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time‐length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product‐colour decisions when they are in different shopping‐time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product‐colour purchase intentions in short‐time decision‐making conditions; and primary colour factors might influence consumer product‐colour purchase intentions more in the long‐time decision‐making condition.