Chinese consumers do not always respond to red: the influence of colors on perceived distance, spaciousness, and purchase intention of chinese consumers

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SUMMARY

The authors argue that to explain these surprising results, it is necessary to reveal the possible positive influence of blue on Chinese consumers over red (Wang et_al, 2014; Nutsford et_al, 2016). Both marketing scholars and practitioners emphasize the critical influence of colors on human emotions, evaluations of stores, and consumption behavior (Bitner, 1992; Hagtvedt and Brasel, 2017; van Esch et_al, 2019; Cho and Suh, 2020; Ketron and Spears, 2020). Based on associative learning theory, people`s responses to a particular color are heavily culture-laden since common objects of the color may contain different . . .

 



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