Research on the effects of color associations in gambling situations has especially come to the forefront in recent times with the rise of casinos and other sales techniques in which consumers do not know the outcome of their purchases. Loot boxes are a unique form of micro-transactions in video games where players are uncertain about the objects they will receive with their monetary purchase. The aim of this study is to explore the effects of color and color placement in ads on loot box purchase intent. It will contribute to research about color perception in marketing and will, more specifically, establish a link between color associations in Call-to-Action (CTA) buttons and online video game environments in which gambling takes place. This research sets out to demonstrate that the color red, when placed in a foreground CTA button will achieve the highest purchase intent for a theoretical loot box in an online video game scenario. The study tests the placement of the color (foreground and background) and the color itself (red, blue, and gray).
Bachelor Science in Business Administration (B.S.B.A.)
College of Business Administration
Bland, Mackenzie, "Color and Color Placement Effects on Purchase Intent of Loot Boxes in Video Games" (2020). Honors Undergraduate Theses. 676.