How does the use of simultaneous contrast illusion on product-background color combination nudge consumer behavior? A behavioral and event-related potential study

ABSTRACT: Color, as one of the most critical visual factors influencing consumer decisions, has been widely used in e-commerce marketing. However, the effects of product-background saturation combination on consumers’ willingness to purchase products with different heaviness attributes (e.g., heaviness-positive products or heaviness-negative products) have not been conclusively determined. The current study demonstrated the effects of product-background saturation combination on product heaviness perception and its downstream consequences. Based on behavioral method, study 1 showed that a patch of color placed in a pale background (the saturation of the background is lower than the saturation of the color patch) was perceived as visually heavier than that in a colorful background (the saturation of

SUBMITTER: Peng M 

PROVIDER: S-EPMC9363632 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature