Using Atmospherics to Convey Inclusivity and Promote Access to Essential Services

Consumers avoid businesses where they feel unwelcome. Often, consumers most in need of business services (i.e., disadvantaged groups) are the ones who demonstrate avoidance. The proposed research responds to calls for research aimed at identifying ways to enhance inclusivity in essential services by investigating the influence of a novel ambient factor present in most service settings (i.e., ambient color). Drawing on research showing that environmental cues influence belongingness, and linking it with work on color associations, we propose that green (vs. blue, red, or gray) ambient color enhances perceived inclusivity and reduces avoidance. Pilot data support this prediction. This research can promote access to essential services, which can improve consumer well-being and therefore aligns with the TCR mission.