인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
The influence of color harmony in product design is significant, as products rarely feature a single color. This study explores the effects of color harmony on consumer attitudes, with a specific focus on analogous harmony and complementary harmony. We examined the influence of personality traits for the effect of color harmony especially focusing on consumers’ extraversion and unveiled the need for assimilation as underlying mechanism. We hypothesized that individuals with higher levels of extraversion would show a stronger preference for products with analogous color harmony compared to those with complementary harmony. This preference was anticipated to arise from the perception that analogous harmony better satisfies their need for assimilation. To test our hypotheses, we conducted two laboratory experiments and analyzed the data using moderated mediation analyses. We measured consumer responses to artwall and handbag products featuring either analogous or complementary color harmony. The results revealed that analogous harmony elicited more positive consumer attitudes among individuals with high extraversion, due to the mediating effect of the need for assimilation. These findings provide empirical evidence of the substantial impact of color harmony on consumer attitudes and underscore the role of extraversion in shaping consumer responses through the need for assimilation.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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