UE - TDM - Teses de Doutoramento e Mestrado
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- The influence of colors in work and trade settings: Complementary colors, mood states and retail environmentPublication . Martinez, Luisa Margarida Guerra Marques; Abreu, Ana MariaThis thesis seeks to discuss the influence of color in work and trade settings, to assess the implications of their applicability in both organizational behavior and retail environment. This investigation was sprung with a preliminary literature review about the influence of space and color in organizational behavior. Subsequently, our major research queries were outlined and three focal studies following a within-subject design about color thus ensued. We first sought to understand the emotional processes behind the choice of complementary colors. Bearing in mind that the literature about complementary colors and emotions is scarce, we analyzed the association between complementary colors and mood states (Chapter I). Through an experimental study, 39 participants were instructed to choose colored cards at four different moments through time, after the induction of an emotional state. Four emotion conditions were evoked by means of autobiographical recall (i.e., happiness, sadness, balanced mood, unbalanced mood). Findings showed that complementary colors were preferred in the unbalanced mood scenario, suggesting that the color choice might rely on partially conscious mechanisms aiming at regaining a balanced state. Secondly, we investigated the interrelation between anthropomorphic packaging and color choices (Chapter II). A total of 259 participants were exposed to non-anthropomorphic and anthropomorphic packaging, considering a product from the real market (Milaneza pasta). Four different color conditions were rated in terms of attractiveness and purchase intention. Our findings suggested that anthropomorphism influenced product’s attractiveness but did not affect purchase intention. Importantly, the green anthropomorphic package produced an almost complementary color contrast between the pasta and the package (vivid green vs. orange-red), leading to a higher color contrast perception that positively affected the product’s attractiveness. In the third study, 436 participants assessed two retail scenarios – orange store and blue store – and two products – chocolate and soap (Chapter III). The products varied in color (red, orange, blue and beige), and were assessed in both stand-alone and embedded in the store situations, through image manipulation. Our results showed that there was a triple interaction resulting from retail environment color × product color × product category. Accordingly, we reinforce the idea that color should not be considered individually, but always in the context where it is inserted. With these three studies, we aim to contribute to the knowledge about the influence of color in human behavior. Crucially, we validate our prediction concerning the presumed effect of complementary colors, both emotionally and in retail settings. Here, we discuss the theoretical and practical implications of these findings.