dc.description.abstract | This research adopted an experimental method to demonstrate that color hue has an important effect on consumers’ perceived pouring volume. This research conceptualized a particular combination of color hue, shape extension, container shape, brand image and music style. The commercial context was designed for examining the color effect for further enhancing the generalizability.
Study 1 indicated that cool/warm color affects respondent’s psychological responses. The perceived pouring volume of a blue glass exceeds that of a red glass, whereas no significant effect of context color on perceived pouring volume was found in Study 2. Study 3 showed music style differentially affect the perceived pouring volume. Both Study 5 and Study 7 demonstrated that liquid color hue and object color hue does not differentially affect the perceived pouring volume, respectively. Study 9 demonstrated that glass shape affect the perceived pouring volume. The one-way ANOVA indicated that only color hue change for the glass, music style and container shape change does affect consumers’ perceived pouring volume. The results of Study 4, 6, 8 and 10 indicated that context color hue, music style, liquid(object) color hue, and glass shape only moderate the effect of glass color on consumers’ perceived pouring volume. The interaction of container shape, brand image, and liquid color in Study 11 implied that emotion-raising drinks can be commercialized more successfully by taking advantages of container shape, color of drinks, and color hue picturing of brand image for improving the product appearance, reinforcing consumers’ visual interests, creating color association, delivering consistent information of product brand image, and subsequently drawing consumer’s perceptive attention to prompt consumers’ purchasing desires and behavior. This research also included discussions regarding theoretical and managerial implications.
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