The effect of decision time-length condition on consumer product-colour purchase decision

This article describes a developed conceptual framework for understanding consumer product-colour purchase decision in different time-length conditions. The research and method were developed on the basis of research from authors' previous study. An influence element, decision conditions (especially, decision-time-length), has been introduced. The purpose of this study is to test whether the length of decision time-length affects the stability of consumers' product-colour decisions; also, to identify the relationship between the length of decision time and how extent of colour factors working on consumers' product-colour decisions. This work used three research activities (two-set online surveys and one-set laboratory experiment) and two research methods (multiple choice for six-alternative-forced-choice and multiple choice for rank order) with visual component to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available in different time-length conditions, 64 participants were recruited to take part. The study finds that consumers might make different product-colour decisions when they are in different shopping-time conditions. The framework suggested that consumers' individual colour preferences may be more likely to influence consumers' product-colour purchase intentions in short-time decision-making conditions; and primary colour factors might influence consumer product-colour purchase intentions more in the long-time decision-making condition.