Abstract:
The research endeavours to investigate the nature and the extent of the emotional responses elicited to same
colour, and music under two different outside environment temperatures called hot and mild. To analyse
the emotional responses elicited to colour and music under hot and mild outside environment temperatures,
data were collected from two clusters of sample where each consisted of 50 respondents. One cluster of
sample represented customers of a supermarket where its outside environment temperature is hot and other
cluster of the sample consisted of customers of a supermarket where its outside environment temperature
is mild. The study found that when outside environment temperature changes, customers exhibit different
emotional responses to same colour, and music. It was found that a warm colour, red produces positive emotional
responses under mild outside environment temperature while in contrast, the same colour produces
negative emotional responses under hot outside environment temperature. Moreover, it was recognized
that fast-tempo music is capable of evoking positive emotional responses under mild outside environment
temperature whilst evoking negative emotional responses under hot outside environment temperature. Ultimately,
the results proved that the extent and the nature of the emotional responses elicited to same colour,
and music are different between hot outside environment temperature and mild outside environment
temperature. The Research provides interesting insights into the retailers by emphasizing the importance of
development of colour, and music in line with the outside environment temperature as the outside environment
temperature is beyond retailers’ control.
