The interplay between color temperature and psychological distance

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

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Status	已發表Published
	The interplay between color temperature and psychological distance
	ZHU Mingxia; LIU TING CHI; SONG Xi
	2024-07
Conference Name	ISMS Marketing Science Conference
Conference Date	June 27-29, 2024
Conference Place	International Convention & Exhibition Centre & University of New South Wales, Sydney
Country	Australia
Abstract	As previous research intensively investigates how image affect consumers’ behavioral consequences, we focus on one novel aspect of image: color temperature. Particularly, we connect the color temperature with psychological distance. According to theory of color, warm regions appear to advance toward the viewer while cold regions appear to recede. We hypothesize that this visual perception may activate a sense of psychological distance that is more proximal or distal. To identify the effect of color temperature (warm vs. cold) on consumers’ perceived temporal and spatial distance, an experimental between-group study was employed. 230 participants were recruited (M_age = 30.83 years, SD = 7.96; 66% female). The participants view a poster of a newly open coffee shop in either warm or cold color. Then, they were asked to estimate when the coffee shop open (temporal distance) and how far the coffee shop locate. People estimated that the coffee shop will open sooner after viewing the poster in warm color (M_warm = 7.25 days, SD = 5.92) than in cold color (M_cold = 9.46 days, SD = 10.37; t(228) = 1.98, p < .01). In addition, people thought that the coffee shop would be closer in proximity after viewing the poster in warm color (M_warm = 6.58 km, SD = 6.66) than in cold color (M_cold = 8.19 km, SD = 8.18; t(228) = 1.62, p < .05). We contribute to the existing literature on construal level theory and provide insights for marketers in designing effective marketing strategies.
Language	英語English
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	ZHU Mingxia
Affiliation	UM
Recommended Citation GB/T 7714	ZHU Mingxia,LIU TING CHI,SONG Xi. The interplay between color temperature and psychological distance[C], 2024.
APA	ZHU Mingxia., LIU TING CHI., & SONG Xi (2024). The interplay between color temperature and psychological distance. .

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