... colors. To bridge this gap, this study aims to use the color-in-context theory to examine the effects of the robot’s color on consumer responses, specifically focusing on perceived esthetics and consumer liking. In addition, it explores the interaction between robot color and servicescape elements...

...Ruiying Cai; Christina Geng-Qing Chi Purpose Building upon humans’ trichromatic vision systems, dual-process theory and halo effects, this paper aims to examine the effects of red and green color brightness of food pictures on customers’ evaluations and purchase intention of restaurant food...