Tipping Behavior: The Impact of the Bill Folder Color

摘要

Colors have been used in marketing to increase consumption behavior in various situations. Building on symbolic interac-tionism, this study investigates the effect of the color gold on tipping behavior in a restaurant. Restaurant tipping behavior was chosen to study the influence of the color gold due to staggering statistics on tipping revenue (Azar 2007) and the nature of tipping situations upon which social status demands are made (Lynn 1997; Shamir 1983).