Name: ARTHUR FRANÇA SARCINELLI
Publication date: 19/09/2019
Advisor:
Name |
Role |
|---|---|
| MARCELO MOLL BRANDÃO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Internal Examiner * |
| MARCELO MOLL BRANDÃO | Advisor * |
Summary: This dissertation aims to understand the effect of the color of the store environment on
the intention to purchase microtransactions in video games. The emphasis was given
to understanding how the effect of colors (i.e. blue and red) on purchase intention
occurs when the relationship is mediated by the individual's degree of arousal and
conditioned to the values of the degree of involvement. The theoretical model used is
inspired by the stimulus-organism-response paradigm (MEHRABIAN; RUSSELL,
1974) and the work of Bagchi and Cheema (2013), Puccinelli et al. (2013), Roschk,
Loureiro and Breitsohl (2017) and Hsieh et al. (2018). The results of the quasi
experiment indicate that reddish colors induce a higher degree of excitement
compared to bluish colors, but the impact on behavioral intent is indirectly proportional
to the store environmental stimulus tone. In addition, there is the conditional effect of
consumer involvement, as low-involvement gamers are more susceptible to
persuasive influences of store environment color than high-involvement gamers.
