One color fits all: product category color norms and (a)typical package colors

Despite the growing amount of research on different aspects of product package design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences to the brand. Findings indicate that perceived package color atypicality increases consumers’ skepticism and, contrary to expectations, decreases interest. These affective reactions negatively influence consumers’ product attitude which subsequently translates into lower purchase intention. The results provide important insights for theory and practice.© The Author(s) 201

Lost in the Store: Assessing the Confusion Potential of Store Environments

Confusion in retailing has attracted increasing attention in the literature. Most of the extant studies concentrate on product-related confusion or the mental state retail shopper confusion. Nevertheless, several recent studies have emphasized the relevance of exploring confusion as an objective property of the store environment. Drawing on this literature stream, the present research conceptualizes the construct store environmental confusion and its six formative dimensions, of which each can be measured through two environmental properties: complexity and conflict. This research seeks to develop, validate, and test a parsimonious index for store environmental confusion. The predictive and nomological validity of the store environmental confusion index is assessed by structural equation modelling and results confirm the hypothesis that store environmental confusion produces undesirable consumer intentions. This research is the first to quantitatively assess the confusion potential of different design factors. The resulting store environmental confusion index can be used to evaluate the confusion potential of various store environments, thereby helping retailers provide customers with a clear and non-confusing store design.© The Author(s) 201