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Article: Waiting for the web: How screen color affects time perception

TitleWaiting for the web: How screen color affects time perception
Authors
Issue Date2004
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspx
Citation
Journal Of Marketing Research, 2004, v. 41 n. 2, p. 215-225 How to Cite?
AbstractThe authors investigate the link between the color of a Web page's background screen while the page is downloading and the perceived quickness of the download. They draw on research that supports links between color and feelings of relaxation and between feelings of relaxation and time perception. The authors predict that the background screen color influences how quickly a page is perceived to download and that feelings of relaxation mediate this influence. In a series of experiments, they manipulate the hue, value, and chroma dimensions of the color to induce more or less relaxed feeling states. The findings suggest that for each dimension, colors that induce more relaxed feeling states lead to greater perceived quickness. The authors provide triangulating evidence with an alternative manipulation: the number of times subjects wait for a download. As does color, this also leads to variation in levels of relaxation and perceived quickness. A final experiment reveals that color not only affects perceived download quickness but also has consequences for users' evaluations of the Web site and their likelihood of recommending it to others.
Persistent Identifierhttp://hdl.handle.net/10722/177951
ISSN
2015 Impact Factor: 3.109
2015 SCImago Journal Rankings: 5.764
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorGorn, GJen_US
dc.contributor.authorChattopadhyay, Aen_US
dc.contributor.authorSengupta, Jen_US
dc.contributor.authorTripathi, Sen_US
dc.date.accessioned2012-12-19T09:40:57Z-
dc.date.available2012-12-19T09:40:57Z-
dc.date.issued2004en_US
dc.identifier.citationJournal Of Marketing Research, 2004, v. 41 n. 2, p. 215-225en_US
dc.identifier.issn0022-2437en_US
dc.identifier.urihttp://hdl.handle.net/10722/177951-
dc.description.abstractThe authors investigate the link between the color of a Web page's background screen while the page is downloading and the perceived quickness of the download. They draw on research that supports links between color and feelings of relaxation and between feelings of relaxation and time perception. The authors predict that the background screen color influences how quickly a page is perceived to download and that feelings of relaxation mediate this influence. In a series of experiments, they manipulate the hue, value, and chroma dimensions of the color to induce more or less relaxed feeling states. The findings suggest that for each dimension, colors that induce more relaxed feeling states lead to greater perceived quickness. The authors provide triangulating evidence with an alternative manipulation: the number of times subjects wait for a download. As does color, this also leads to variation in levels of relaxation and perceived quickness. A final experiment reveals that color not only affects perceived download quickness but also has consequences for users' evaluations of the Web site and their likelihood of recommending it to others.en_US
dc.languageengen_US
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing%20Research/JournalofMarketingResearch.aspxen_US
dc.relation.ispartofJournal of Marketing Researchen_US
dc.titleWaiting for the web: How screen color affects time perceptionen_US
dc.typeArticleen_US
dc.identifier.emailGorn, GJ: gorn@hku.hken_US
dc.identifier.authorityGorn, GJ=rp01063en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1509/jmkr.41.2.215.28668en_US
dc.identifier.scopuseid_2-s2.0-2442701414en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-2442701414&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume41en_US
dc.identifier.issue2en_US
dc.identifier.spage215en_US
dc.identifier.epage225en_US
dc.identifier.isiWOS:000221184300007-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridGorn, GJ=6603382918en_US
dc.identifier.scopusauthoridChattopadhyay, A=7202920671en_US
dc.identifier.scopusauthoridSengupta, J=7103058663en_US
dc.identifier.scopusauthoridTripathi, S=7202858807en_US

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