The importance of colors on trust

Detalhes bibliográficos
Autor(a) principal: Terres, Mellina
Data de Publicação: 2018
Outros Autores: Nicolao, Leonardo, Herter, Márcia, Pinto, Diego Costa
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/145868
Resumo: Terres, M., Nicolao, L., Herter, M., & Pinto, D. C. (2018). The importance of colors on trust: how colors influence on service mobile applications? . In SERVSIG Conference Proceedings, 2018: Opportunities for Services in a Challenging World (pp. 159-163). [10th SERVSIG, 2018,14-16 june 2018, Paris, France]. SERVSIG. ISBN: 978-2-9516606-3-2
id RCAP_98f3e69e0c0d37a5feaef7ca3ba11984
oai_identifier_str oai:run.unl.pt:10362/145868
network_acronym_str RCAP
network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository_id_str https://opendoar.ac.uk/repository/7160
spelling The importance of colors on trusthow colors influence on service mobile applications?SDG 12 - Responsible Consumption and ProductionTerres, M., Nicolao, L., Herter, M., & Pinto, D. C. (2018). The importance of colors on trust: how colors influence on service mobile applications? . In SERVSIG Conference Proceedings, 2018: Opportunities for Services in a Challenging World (pp. 159-163). [10th SERVSIG, 2018,14-16 june 2018, Paris, France]. SERVSIG. ISBN: 978-2-9516606-3-2Smart phones, tablets, mobile and wearable devices (e.g. glasses and watches) are bridging the gap between the physical and digital worlds, providing new opportunities for organizations to interact with customers (Adobe Digital Insights, 2016). For the first time, in 2016, consumers were expected to visit mobile sites more than desktop sites as they browse for gift ideas and places that best serve their needs (Adobe Digital Insights, 2016). Although previous research regarded the effects of marketing in the online environment, Magrath and McCornick (2013) emphasize that there are still few studies focusing on mobile applications and consumer interactions such as different screens sizes and different forms of use and interaction. One key factor influencing consumer interaction with mobile applications is the graphic design and, more specifically, the colors used by the brand in its e-store (Magrath, McCornick, 2013). This paper aims to fill some gaps in the service marketing literature. This research extends previous studies on the understanding of the influence of colors on consumer behavior (Labrecque, Milne, 2012; Wexner, 1954; Murray, Deabler, 1957; Bellizzi et al., 1983, Babin et al., 2003). For instance, Labrecque and Milne (2012) show the impact of saturation (i.e. amount of pigment in one color, from more grayish - low - to more vivid - high) and color value (i.e. whether the color is lighter (near white)=high value or darker (near black)=low value) on brand personality. Research revealed a strong relationship between value, saturation and color whereas saturation strongly connected with excitement and value with robustness (Labrecque, Milne, 2012). More interesting the findings show that when considering two identical condom packages besides the color, consumers evaluated the red packaging (with high saturation and low value) as "robust" and the purple packaging (with low saturation and high value) as "sophisticated".SERVSIGNOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNTerres, MellinaNicolao, LeonardoHerter, MárciaPinto, Diego Costa2022-11-28T22:17:57Z2018-072018-07-01T00:00:00Zconference objectinfo:eu-repo/semantics/publishedVersion5application/pdfhttp://hdl.handle.net/10362/145868eng978-2-9516606-3-2PURE: 11374211info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:07:01Zoai:run.unl.pt:10362/145868Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:37:24.888009Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The importance of colors on trust
how colors influence on service mobile applications?
title The importance of colors on trust
spellingShingle The importance of colors on trust
Terres, Mellina
SDG 12 - Responsible Consumption and Production
title_short The importance of colors on trust
title_full The importance of colors on trust
title_fullStr The importance of colors on trust
title_full_unstemmed The importance of colors on trust
title_sort The importance of colors on trust
author Terres, Mellina
author_facet Terres, Mellina
Nicolao, Leonardo
Herter, Márcia
Pinto, Diego Costa
author_role author
author2 Nicolao, Leonardo
Herter, Márcia
Pinto, Diego Costa
author2_role author
author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Terres, Mellina
Nicolao, Leonardo
Herter, Márcia
Pinto, Diego Costa
dc.subject.por.fl_str_mv SDG 12 - Responsible Consumption and Production
topic SDG 12 - Responsible Consumption and Production
description Terres, M., Nicolao, L., Herter, M., & Pinto, D. C. (2018). The importance of colors on trust: how colors influence on service mobile applications? . In SERVSIG Conference Proceedings, 2018: Opportunities for Services in a Challenging World (pp. 159-163). [10th SERVSIG, 2018,14-16 june 2018, Paris, France]. SERVSIG. ISBN: 978-2-9516606-3-2
publishDate 2018
dc.date.none.fl_str_mv 2018-07
2018-07-01T00:00:00Z
2022-11-28T22:17:57Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/145868
url http://hdl.handle.net/10362/145868
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 978-2-9516606-3-2
PURE: 11374211
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 5
application/pdf
dc.publisher.none.fl_str_mv SERVSIG
publisher.none.fl_str_mv SERVSIG
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
_version_ 1833596842497015808

Registros relacionados