Hey big spender! A golden (color) atmospheric effect on tipping behavior

Na Young Lee (), Stephanie M. Noble () and Dipayan Biswas ()
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Na Young Lee: University of Tennessee
Stephanie M. Noble: University of Tennessee
Dipayan Biswas: University of South Florida

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 2, No 9, 317-337

Abstract: Abstract This research examines how gold-related color in atmospherics might influence customer tipping behavior at restaurants. A series of five studies shows that the color gold (as opposed to other colors) in a service atmosphere positively influences consumer tipping. First, a field experiment (Study 1) demonstrates that customers presented with a gold-colored (vs. black-colored) service prop (i.e., bill folder) leave larger tips. Study 2 further confirms this effect of the color gold by validating the findings of Study 1 with a different service prop (i.e., tablecloth). Process evidence demonstrates the underlying mechanism of this effect, whereby a gold-colored service prop increases tipping by influencing status perceptions about the restaurant and the self (Study 3). Additional studies further confirm this by ruling out novelty of the color in this mechanism (Study 4) and by highlighting the effect of status on tipping through status priming (Study 5). The findings of this research have implications for strategic use of color in servicescape design and atmospherics in general.

Keywords: Color; Gold; Payment behavior and tipping; Servicescape; Service props; Sensory cues; Atmospherics; Retail ambience; Frontline employee; Retail strategy (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (16)

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DOI: 10.1007/s11747-016-0508-3

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