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- W3141915254 abstract "Abstract This article describes a developed conceptual framework for understanding consumer product‐colour purchase decision in different time‐length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision‐time‐length ), has been introduced. The purpose of this study is to test whether the length of decision time‐length affects the stability of consumers' product‐colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product‐colour decisions. This work used three research activities (two‐set online surveys and one‐set laboratory experiment) and two research methods (multiple choice for six‐alternative‐forced‐choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time‐length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product‐colour decisions when they are in different shopping‐time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product‐colour purchase intentions in short‐time decision‐making conditions; and primary colour factors might influence consumer product‐colour purchase intentions more in the long‐time decision‐making condition." @default.
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- W3141915254 date "2021-03-26" @default.
- W3141915254 modified "2023-10-09" @default.
- W3141915254 title "The effect of decision time‐length condition on consumer product‐colour purchase decision" @default.
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- W3141915254 doi "https://doi.org/10.1002/col.22665" @default.
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