The effect of interior color on customers’ aesthetic perception,emotion, and behavior in the luxury service |
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Institution: | 1. Hull University Business School, University of Hull, Hull HU6 7RK, UK;2. Huddersfield Business School, University of Huddersfield, Queensgate, Huddersfield, West Yorkshire, HD1 3DH, United Kingdom;3. Sheffield Hallam University, City Campus, Howard Street, Sheffield, S. Yorks S1 1WB, UK |
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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. |
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Keywords: | Color Classical and expressive aesthetic perception S–O–R model Luxury services |
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