 The effect of interior color on customers’ aesthetic perception, emotion, and behavior in the luxury serviceDongyoup Kim, Hyowon Hyun and Jungkun Park Journal of Retailing and Consumer Services, 2020, vol. 57, issue C Abstract: This study examined the role of color in a luxury service setting. To understand the effect of color, this study investigated how each dimension of color (hue, saturation, or value) contributed to customers' aesthetic perceptions of a luxury hotel room. We interpreted customers' emotional and behavioral responses to a luxury hotel room painted various colors by applying the S–O–R model. The results showed that muted and bright colors encouraged both classical and expressive aesthetic perceptions within the same hue. Moreover, the results indicated that customers' aesthetic perceptions influenced their approach response through feelings of pleasure and dominance in the luxury hotel context that was moderated by their luxury consumption motivation. This study extends the previous literature by elucidating the process by which color affects customers' aesthetic perceptions, emotional states, and behavioral responses and can inform the composition of a luxury hotel's servicescape, which reflects customers' consumption motivation. Keywords: Color; Classical and expressive aesthetic perception; S–O–R model; Luxury services (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920312601 DOI: 10.1016/j.jretconser.2020.102252 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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