{"title":"Nudging with colors to promote electric vehicle rentals","authors":"Wai Ching Wilson AU , Pearl M.C. LIN , Fiona CHI","doi":"10.1016/j.annals.2024.103843","DOIUrl":null,"url":null,"abstract":"<div><div>The symbolic meaning of colors plays a crucial role in individual decision-making. Two experiments were conducted to explore how color influences tourists' rental decisions of electric vehicles. The first study employs a 3 (color hue) × 3 (color lightness) experimental design and analyses 300 responses to reveal that light-green and light-blue vehicles were perceived as most environmentally friendly. The second study conducts a single-factor scenario-based experiment with 600 participants. Light-green vehicles enhance perceived environmental friendliness and encourage rentals, while light-blue vehicles reduce decision-making time by evoking mental imagery. This research is innovative in applying color-based nudges into the context of sustainable self-driving tourism, contributing to nudging theory and color psychology. The findings help tourism businesses make electric vehicles more appealing.</div></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":"109 ","pages":"Article 103843"},"PeriodicalIF":10.4000,"publicationDate":"2024-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324001208","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
The symbolic meaning of colors plays a crucial role in individual decision-making. Two experiments were conducted to explore how color influences tourists' rental decisions of electric vehicles. The first study employs a 3 (color hue) × 3 (color lightness) experimental design and analyses 300 responses to reveal that light-green and light-blue vehicles were perceived as most environmentally friendly. The second study conducts a single-factor scenario-based experiment with 600 participants. Light-green vehicles enhance perceived environmental friendliness and encourage rentals, while light-blue vehicles reduce decision-making time by evoking mental imagery. This research is innovative in applying color-based nudges into the context of sustainable self-driving tourism, contributing to nudging theory and color psychology. The findings help tourism businesses make electric vehicles more appealing.
期刊介绍：
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
