The Role of Color and Color Contrast of Icons for Mobile Gaming Apps in Influencing Consumer Responses: Results of an Experimental Study

摘要

The purpose of the present paper is to analyze whether and how combinations of similar and dissimilar colors have an impact on consumer-related outcome variables. More precisely, we propose that an analogous color contrast—combinations of similar, congruent colors—in an icon of a mobile gaming app will result in a more positive expectations and evaluations of the game and will further have a positive impact on, e.g., emotion, attitude, as well as download intention. With regard to the influence of color on consumer behavior in general, we propose that the impact of the color contrast is moderated by the predominating icon color of the mobile gaming app.