The four dimensional impact of color on shoppers' emotions

Abstract

The PAD-scale has extensively been used in consumer research. Since studie on the impact of store interior color on affective responses are scarce and have focussed solely on color hue, neglecting color brightness and saturation, and furthermore only investigated a maximum of four hues, the research objective was to validate PAD scale by means of an 8(hue) by 2(brightness) by 2(saturation) experimental design. The data do not seem to underlie three, but four factors: pleasure, tension, excitement and dominance. Overall, the four-dimensional PAD-scores prove to have adequate reliability and validity, although the dominance construct is rather weak.