How does the use of simultaneous contrast illusion on product-background color combination nudge consumer behavior? A behavioral and event-related potential study

• DOI: 10.3389/fnins.2022.942901
• Publication Date: 2022-07-27T05:22:48Z
• Authors: Minjing Peng; Yao Tong; Zhicheng Xu; Linli Jiang; Haiyang Huang
• Keywords: Affect

Color, as one of the most critical visual factors influencing consumer decisions, has been widely used in e-commerce marketing. However, effects product-background saturation combination on consumers' willingness to purchase products with different heaviness attributes (e.g., heaviness-positive or heaviness-negative products) have not conclusively determined. The current study demonstrated product perception and its downstream consequences. Based behavioral method, 1 showed that a patch color placed pale background (the is lower than patch) was perceived visually heavier colorful higher patch). Study 2 applied event-related potentials (ERPs) method explore underlying neural mechanisms how interactions between presentation modes types affect decisions. Behaviorally, compared background, would lead rate for products, whereas opposite results were found products. Furthermore, both shorter reaction time be observed condition condition. Neurophysiologically, result smaller N2 component larger P3 while reverse held Smaller implies decreased perceptual conflicts increased decision confidence, suggesting e-retailers should present backgrounds backgrounds.