Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.
研究者确定了一系列生态友好颜色,也列出那些对环境不友好的颜色,如乔治店红.
Sundar and Kellaris then developed additional studies to test whether the colors impacted perceptions of the retailer's environmental friendliness.
桑达和凯拉瑞斯随后研究了颜色是否影响零售商的环境友好性.
Participants were asked if they felts DAVY Grocery Store acted ethically in various morally ambiguous scenarios, such as spraying water on produce.
参与者被要求作答是否认为DAVY零售店有在道德上模棱两可的行为,如在产品上喷水.
The results indicated that seeing a more eco-friendly color in a logo influences consumer judgments, and ethically ambiguous business practices seemed more ethical.
结果表明,看起来更生态友好的颜色会影响消费者的判断,而那些道德上模棱两可的做法似乎也让消费者感觉更放心.
Follow-up studies found that shoppers were more critical of a retailer with an eco-friendly-colored logo when presented with a procedure that was definitely ethical or definitely unethical.
后续的研究发现,在看待一些道德或不道德的做法时,消费者对有环保颜色的商标的零售商更挑剔.
While individual differences still play a role in this observed effect of color, Sundar's research suggests that color used in a logo has far-reaching consequences on consumers' perceptions of retailers.
虽然在研究颜色的影响上,个体差异仍发挥着作用,但桑达的研究表明,商标中使用的颜色长久地影响着消费者对零售商的看法.
