The Influences Of Red And Blue On The Choice Of Hedonic Products And Utilitarian Products

Colors are everywhere.Due to the richness and colorfulness of color,color not only plays an important role in daily life,but also color is not a strange word in academic research.There is a rich theoretical foundation and empirical research on color in neuroscience,physics,visual cognition and biology,but there is relatively little research on color in the field of marketing.According to previous studies,color has different effects on consumers' emotions,cognition,way of thinking and behavioral decisions.However,few scholars have studied the influence of different colors on consumer choice behavior.This study aims to improve our understanding of color and consumer choice behavior.Specifically,based on relevant theories and related research,this study attempts to explore the impact of red and blue on consumer behavior.In the related research of consumer choice behavior,the consumption decision of hedonic and utilitarian products is an important topic of marketing.The development of economy and the classification of product categories bring more choices to people today,and the choice of hedonic and utilitarian products often brings people a dilemma.Once consumers do not make better choices,hedonic and utilitarian products will have an adverse effect.The factors influencing the decision-making of hedonic and utilitarian products are mainly the external environmental cues and the state of the decision makers.Therefore,this study aims to fully understand the concept of hedonic and utilitarian products,and try to explore the process and effect of red and blue,and consumers'own state on choice of hedonic and utilitarian products.Combined with the research background and research issues,the main research conclusions of this study through empirical research are as follows:1.The impact of color on consumer product selection behavior.Through experiment 1,the study found that:(I)Compared to the control group,the blue background encourages consumers to choose the utilitarian products in decision making for hedonic and utilitarian goods;(2)Compared to the control group,the red background encourages consumers to choose hedonic goods in decision making for hedonic and utilitarian goods.2.The adjustment impact of time orientation on color and consumer product selection behavior.Through experiment 2,the study found that:(1)If the consumer's time orientation is present-oriented,the impact of the red group on consumer hedonic and utilitarian product selection is still significant relative to the control group;the impact of blue and control groups on consumer hedonics and utilitarian product selection don't have significant differences;(2)If the consumer's time orientation is future-oriented,the impact of the blue group on consumer hedonic and utilitarian product selection is still significant relative to the control group;the impact of the red and control groups on consumer preferences and utilitarian choices don't have significant differences.3.The intermediary impact of BIS/BAS on color and consumer product selection behavior.Through experiment three,this study found that::(1)The blue background promotes a significantly higher score on the behavioral inhibition system relative to the control group;there is no significant difference in the scores of the behavioral inhibition system between the red background and the control group;(2)The red background promotes a significantly higher score on the behavioral activation system relative to the control group;there is no significant difference in the scores of the behavioral activation system between the blue background and the control group;(3)Relative to the control group,the behavioral inhibition system plays a mediating role in the influence of the blue background on consumer choice;(4)In contrast to the control group,the behavioral activation system plays a mediating role in the effect of the red background on consumer preferences.This research has certain academic significance and innovation points,mainly in the following aspects:1.This study was the first to systematically examine the impact of red and blue on consumer preferences and choices.Previous studies have shown that color can potentially affect consumers'emotions,cognition and behavior.For example,black and white vs color can affect consumers'product selection behavior.However,few scholars pay attention to different colors for hedonic and practical choices.influences.This study focuses on two specific colors,red and blue,and discovers the different effects of red and blue on consumer preferences and practical choices,which complements the research on color and hedonics and practicals.2.This study explains the impact of consumers' own state on consumer choice decisions from the perspective of time-oriented scenario clues.Time is given a lot of different definitions,and this study aims to focus on the impact of consumer time orientation on consumer decision-making.Most of the predecessors' time orientation research regards time orientation as a stable personality trait.From the perspective of situational clues,this study verifies that the time orientation change of the consumer's time-oriented will occur,thus deepening the time-oriented the conceptual understanding enriches the time-oriented research ideas as scenario clues.3.For the first time,this study links three isolated variables,BIS/BAS,color,hedonical and utilitarian products together.Previous studies of BIS/BAS focused on the field of psychology,such as the impact of BIS/BAS on people's emotions and impulsive behaviors,but few scholars have studied the use of BIS/BAS in marketing.This study fully understands the concept and mechanism of BIS/BAS,and explains in detail the role of color in the selection of consumer products.This not only helps to enhance the understanding of the role of different colors in consumer product selection,but also broadens the research content of color.This makes the study of color selection of products more abundant.