The effects of the 'servicescape' (Bitner, 1992) on consumer behavior have long been recognized. Especially in high-stress services, such as medical care, the physical environment can strongly influence customer evaluation. This experiment investigates the effect of interior color on patients' emotional and cognitive appraisal and perceived service quality. Subjects were exposed to QuickTime 360° panorama photos of a first aid examination room and a private ward room. Blue walls (as compared to white walls) reduce anxiety and increase cognitive and affective appraisal and even perceived service quality.
|Number of pages||2|
|Journal||Advances in Consumer Research|
|Publication status||Published - 2006|