Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.
研究者確定了一系列生態友好顏色,也列出那些對環境不友好的顏色,如喬治店紅.
Sundar and Kellaris then developed additional studies to test whether the colors impacted perceptions of the retailer's environmental friendliness.
桑達和凱拉瑞斯隨后研究了顏色是否影響零售商的環境友好性.
Participants were asked if they felts DAVY Grocery Store acted ethically in various morally ambiguous scenarios, such as spraying water on produce.
參與者被要求作答是否認為DAVY零售店有在道德上模棱兩可的行為,如在產品上噴水.
The results indicated that seeing a more eco-friendly color in a logo influences consumer judgments, and ethically ambiguous business practices seemed more ethical.
結果表明,看起來更生態友好的顏色會影響消費者的判斷,而那些道德上模棱兩可的做法似乎也讓消費者感覺更放心.
Follow-up studies found that shoppers were more critical of a retailer with an eco-friendly-colored logo when presented with a procedure that was definitely ethical or definitely unethical.
后續的研究發現,在看待一些道德或不道德的做法時,消費者對有環保顏色的商標的零售商更挑剔.
While individual differences still play a role in this observed effect of color, Sundar's research suggests that color used in a logo has far-reaching consequences on consumers' perceptions of retailers.
雖然在研究顏色的影響上,個體差異仍發揮著作用,但桑達的研究表明,商標中使用的顏色長久地影響著消費者對零售商的看法.
