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The temporal shift in consumer hue preferences in hotel booking
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DOI：10.1016/j.tourman.2026.105481.png)
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Abstract
En 中文
Despite the hospitality industry's ongoing pursuit of optimal color marketing strategies, it remains unclear whether consumers respond more favorably to cool or warm hues. This research investigates how consumers' hue preferences in digital marketing imagery shift as a function of time of day. Through a case coding analysis (n = 4510), an eye-tracking experiment (n = 105), three online experiments (n = 981), and a quasi-experimental field survey with real tourists (n = 316), this research reveals temporal shifts in hue preference in hotel booking contexts, such that consumers prefer hotel room photos with cool hues in the morning and warm hues in the evening. These preferences are mediated by the need for uniqueness and the need for belonging, respectively. Furthermore, the effect is moderated by visual temporal cues (window view) and individual circadian rhythms (chronotype). Our findings challenge static perspectives on color psychology and offer actionable guidance for time-adaptive visual marketing.
Keywords:
Time of day
Color hue preference
Need for uniqueness
Need for belonging
Window view
Chronotypes
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