Förslag till vidare forskning

Vår studie har visat på resultat som stämmer överens med den tidigare forskningen men vi har också fått resultat som visar det motsatta mot vad den tidigare forskningen säger. Hade vi genomfört en större och mer omfattande studie där fler respondenter hade deltagit och svaren blivit mer generaliserbara hade vi kunnat falsifiera en del av det som den tidigare forskningen visat på. Vår studie är dock begränsad och är inte tillräckligt omfattande för att kunna gör det. Därför skulle det vara intressant om andra forskare kunde replikera vår studie men då göra den mer omfattande med fler respondenter.

Gorn et al. (1997, s.19) och Xin et al. (2004, s.456) visar på att ljusstyrkan och mättnaden i färgen påverkar känslor mer än vad nyansen gör. Vi har undersökt hur ljusstyrkan och mättnaden separat i interiörbilder för att se hur de påverkar kundernas känslor. Det skulle också vara intressant att se hur de skulle påverka om de undersöktes tillsammans i en bild, att en bild manipuleras med både högre ljusstyrka och högre mättnad.

Bagchi och Cheema (2013, s.947) och Sliburyte och Skeryte (2014, s.469) har båda nämnt att det finns lite forskning kring hur färgen kan påverka kundernas köpbeslut. I vår studie har vi sett att ljusstyrka och mättnaden i interiörbilder påverkar kundernas betalningsvilja men vi har inte undersökt om färgnyanser påverkar betalningsviljan. Sliburyte och Skeryte (2014, s.469-471) visar att färger påverkar kundernas köpbeslut både i reklam, på shoppingplatsen och på produkter. Samtidigt visar Bagchi och

74 Cheema (2013, s.947, 955) att färger påverkar betalningsviljan i auktioner och

förhandlingar. Det vore därför intressant att se om färgnyanser påverkar betalningsviljan även i interiörbilder.

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