Wang Lei, Li Ou
School of Management, Zhejiang University, Hangzhou, China.
Neuromanagement Lab, Zhejiang University, Hangzhou, China.
Psych J. 2019 Dec;8(4):522-523. doi: 10.1002/pchj.291. Epub 2019 May 16.
The present study examined how red versus green background colors affect consumers' buying behaviors towards hedonic and utilitarian goods. Across two laboratory experiments (total number of participants = 210), we found that red (vs. green) could induce hedonically oriented consumption and, consequently, persuade individuals to buy more hedonic goods.
本研究考察了红色与绿色背景颜色如何影响消费者对享乐型商品和实用型商品的购买行为。在两项实验室实验中（参与者总数 = 210），我们发现红色（相对于绿色）会引发享乐主义导向的消费，从而促使个体购买更多的享乐型商品。
