Please use this identifier to cite or link to this item:

Waiting for the Web: How screen color affects time perception

Authors Gorn, GJ HKUST affiliated (currently or previously)
Chattopadhyay, A.
Sengupta, J. View this author's profile
Tripathi, S.
Issue Date 2004
Source Journal of marketing research , v. 41, (2), 2004, MAY, p. 215-225
Summary The 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.
ISSN 0022-2437
Rights Reprinted with permission from JMR, Journal of Marketing Research, published by the American Marketing Association, Gerald J. Gorn, Amitava Chattopadhyay, Jaideep Sengupta, Shashank Tripathi, May 2004, v.41, no. 2, p. 215-225.
Language English
Format Article
Access View full-text via DOI
View full-text via Web of Science
View full-text via Scopus
Files in this item:
File Description Size Format
jmr01.pdf 2207100 B Adobe PDF