Nudging with colors to promote electric vehicle rentals

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2024-09-26 DOI:10.1016/j.annals.2024.103843

Wai Ching Wilson AU , Pearl M.C. LIN , Fiona CHI

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.

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用色彩点缀，促进电动汽车租赁

颜色的象征意义在个人决策中起着至关重要的作用。我们进行了两项实验来探讨颜色如何影响游客租用电动汽车的决策。第一项研究采用了 3（颜色色相）×3（颜色明度）的实验设计，并对 300 个回答进行了分析，结果显示浅绿色和浅蓝色的车辆被认为是最环保的。第二项研究进行了单因素情景实验，共有 600 人参加。结果显示，浅绿色车辆提高了人们的环保感知并鼓励租车，而浅蓝色车辆则通过唤起人们的心理想象减少了决策时间。这项研究创新性地将基于颜色的暗示应用于可持续的自驾游，为暗示理论和色彩心理学做出了贡献。研究结果有助于旅游企业提高电动汽车的吸引力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

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.