We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Hey big spender! A golden (color) atmospheric effect on tipping behavior.
- Authors
Lee, Na Young; Noble, Stephanie M.; Biswas, Dipayan
- Abstract
This research examines how gold-related color in atmospherics might influence customer tipping behavior at restaurants. A series of five studies shows that the color gold (as opposed to other colors) in a service atmosphere positively influences consumer tipping. First, a field experiment (Study 1) demonstrates that customers presented with a gold-colored (vs. black-colored) service prop (i.e., bill folder) leave larger tips. Study 2 further confirms this effect of the color gold by validating the findings of Study 1 with a different service prop (i.e., tablecloth). Process evidence demonstrates the underlying mechanism of this effect, whereby a gold-colored service prop increases tipping by influencing status perceptions about the restaurant and the self (Study 3). Additional studies further confirm this by ruling out novelty of the color in this mechanism (Study 4) and by highlighting the effect of status on tipping through status priming (Study 5). The findings of this research have implications for strategic use of color in servicescape design and atmospherics in general.
- Subjects
TIPS &; tipping (Gratuities); COLOR in marketing; RESTAURANTS; GOLD (Color); CONSUMER behavior research; TABLECLOTHS
- Publication
Journal of the Academy of Marketing Science, 2018, Vol 46, Issue 2, p317
- ISSN
0092-0703
- Publication type
Article
- DOI
10.1007/s11747-016-0508-3