Colors, Artifacts, and Ideologies*

Phytophilia and Service Atmospherics: The Effect of Indoor Plants on Consumers

“…The plant also stood out for its green color. The color green has symbolic connotations of vegetation, nature, and environmentalism (Sassoon, 1992). If this created the phytophilic effect, then it is in line with our theoretical logic.…”

“…We suggest that phytophilic effects differ from other atmospheric effects. Whereas conventional atmospherics are designed to advance the achievement of marketing objectives in consumption contexts by heightening arousal in the form of excitement (Kaltcheva & Weitz, 2006), we posit that the presence of plants will improve the achievement of marketing objectives by reducing arousal-that is, by creating a sense of calmness and serenity (Sassoon, 1992). 1 Applying Mehrabian and Russell's (1974) interpretation of the S-O-R paradigm (Woodworth, 1929) to the evolutionary store atmospherics framework , and in line with the arguments above, we predict the following:…”

“…We suggested two proximate mechanisms driving the phytophilic effect: greenery as an instrumental tool that reduces arousal and stress (Ulrich et al, 1991) and greenery as a decorative element that creates a pleasing aesthetic sensation (Dutton, 2009;Kellert, 1993). A third possible mechanism is that natural elements symbolize values such as environmental friendliness (Sassoon, 1992). Rafaeli and Vilnai-Yavetz (2004) suggested that consumers react to the physical service setting, viewing it as instrumental, aesthetic, and symbolic at the same time.…”

Website stories in times of distress

“…Color is an essential feature of the seen world: ‘Objects are classified, and described using their color as a significant identificatory principle’ (Ball and Smith, 1992: 58). Sassoon (1990), for example, argues that all colors are ideological and that ‘the more marked the tendency to a monochromatic option, the more apparent the ideological adherence to the semantic fields evoked by colors’ (p. 177). If this is the case, then BP wants to present itself as an ideologically ‘green’ company.…”

“…The tabs, text, and main captions are in green, and after 2010, the whole bottom part featuring additional information is a block of vibrant green. The association of the color green with the natural environment has a long history (Sassoon, 1990: 176). An additional interpretation of the color green is ‘naïve and raw’ (Ball and Smith, 1992: 58).…”