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Zwebner and Schrift report on the repercussions of being in view of others while making decisions. They share that “The present work . . . .[investigates] how consumers react to being observed during the preference-construction stage (i.e., prior to reaching their decision). . . . eight studies . . . find that being observed prior to reaching the decision threatens consumers’ sense of autonomy in making the decision, resulting in an aversion to being observed. Further, we find that such threats lead consumers to terminate their decision by avoiding purchase or by choosing default options. Given the extent to which consumers are observed in the marketplace by other individuals and by online platforms, and given the rise in consumers’ privacy concerns associated with such practices, understanding consumer reactions to being observed in the pre-decisional stage is an important topic with practical implications.”
Yonat Zwebner and Rom Schrift. “On My Own: The Aversion to Being Observed During the Preference-Construction Stage. Journal of Consumer Research, in press, http://doi.org/10.1093/jcr/ucaa016
Cho and Suh studied the implications of use of combinations of particular colors in retail environments. They report that “An environment simulating a hypothetical retail store was developed using a 3D rendering program. . . . When viewing the images, participants were asked to identify which images looked most luxurious. . . . dark colors used in large amounts of surface were perceived as more luxurious than light colors. . . .. When a relatively large amount of the space is filled with a darker hue, particularly on the floor or main walls, the perceived level of luxury tends to be high. A large amount of space in a dark color is likely to enhance the perception of luxury."
Ji Cho and Joori Suh. 2020. “Spatial Color Efficacy in Perceived Luxury and Preference to Stay: An Eye-Tracking Study of Retail Interior Environment.” Frontiers in Psychology, https://doi.org/10.3389/fpsyg.2020.00296