색의 유사조화와 대비조화가 소비자 태도에 미치는 영향을 조절하는 경직성의 효과

초록

Color plays a pivotal role in product design, and products are seldom designed using just one hue. This study investigates customer perceptions of color harmony, specifically focusing on similar and complementary color schemes. Data was gathered through laboratory experiments, focusing on the moderating effect of persional tightness measuring the extent to which individual adherence to social norms. We employed moderated mediation analyses using Hayes' Process Model #7 to test our hypotheses. We posited that individuals exhibiting higher levels of tightness would show a preference for products with complementary colors rather than similar ones. This preference was theorized to stem from their belief that such choices would better satisfy their need for self-expression. The study gauged customer reactions to products utilizing either similar or complementary color harmonies and confirmed the mediating role of self-expression and the moderating effect of personal tightness and looseness in these reactions. The findings revealed that products with complementary colors elicited more favorable customer attitudes among individuals with higher tightness, due to the mediation of self-expression. This research underscores the significant influence of color harmony on customer attitudes, and suggests that personal tightness can alter responses to color harmony through desire for self-expression, implying that the strategic choice of color combinations can greatly impact customer perceptions.

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