Atmospherics: Effect of Website Colors on the Evaluation of Utilitarian and Informational Features of Electronic Products

Objective: to verify the effects of atmospherics of a cool color (i.e., blue) and warm color (i.e., orange) on consumer behavior patterns when evaluating a product. Method: The sample consisted of 90 participants divided into three groups according to the background color of the site. Participants evaluated five products from a video call, and after that, they judged affirmatives. Time was also counted. Results: The blue group obtained the highest informative and utilitarian averages, and there was a high correlation between the informative and utilitarian items and purchase intention, showing that the conditions attached to a product's social status are directly linked to the economic and functional benefits it has and to the motivation to buy. The orange group performed the task with more difficulty, as they took a significant amount of time, so it became an aversive task. The linear regression analyses showed that factors related to the subject's self-esteem when purchasing a product are more determinant than the product's functionality. Originality: The general predictions of the BPM held up despite the color variation, but differences in the measures were still found when analyzing each product individually between the groups. Keywords: atmospherics; colors; Behavioral Perspective Model