Context Effects Flashcards
1
Q
Lower income segments prefer which type of colors?
A
Hot, bright colors
2
Q
Higher income segments prefer which type of colors?
A
Deep, rich colors
3
Q
What type of colors encourage activity & excitement?
A
Warm colors
4
Q
What is automatic evaluation?
A
A computer task that shows whether consumers have automatic positive or negative reaction to an attitude object
5
Q
What is the dependent variable in automatic evaluation?
A
Reaction times
6
Q
What will happen if the music played in a store is happy?
A
Increase spontaneous purchases
7
Q
What will happen if the music played in a store is sad?
A
People will process more carefully (centrally)
8
Q
What were the 2 dependent variables in the “Smells Like Clean Spirit” studies?
A
- Did customer list a cleaning activity?
- Number of crumbs cleaned up
