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The purpose of this paper is to contribute to a better understanding of web-surfers’ conative reactions to websites’ dominant hue by taking into account mental imagery’s role.

A conceptual model considering mental imagery as a mediator of web-surfers conative reactions to websites’ dominant hue was tested. It also supposes that mental imagery promoted by websites’ dominant hue is moderated by web-surfers’ involvement towards the product sold. To validate this model, an online experiment was conducted with a sample of 400 web-surfers.

Results reflect the importance of “vividness/clarity” and “valence” dimensions of mental imagery. In fact, hues congruent with the website’s content seem to be more able to generate vivid and positive mental images which affect positively web-surfers’ conative reactions. However, this relationship is reversed when web-surfers are strongly involved with the product sold.

Although this study focused on a particular product category, the obtained results can help the research community to understand better conative reactions of web-surfers to websites’ dominant hue through the consideration of mental imagery’s role.

Findings can help managers to better the performance of their commercial websites through the choice of the adequate background hue.

This study highlights the importance of mental imagery prompted by dominant website’s hue taking into account its congruence degree with the website’s content. It provides empirical evidence about its mediating role.

This paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.

An online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.

Results revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.

This research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.

This study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.

Prior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.

This paper aims to explore conflict and its resolution strategies adopted by Tunisian spouses in the purchase of furniture. This paper also seeks to examine the determinants of the variation in resolution strategies adopted by the couples.

Following an exploratory study and two focus group discussions, a number of conflict resolution strategies compatible with the Tunisian cultural context are generated and submitted for examination through a survey of 129 couples (N=258 individuals).

The findings suggest that conflicts are more marked with regard to the non aesthetic aspects of the furniture. The findings also show that the variations in strategies of conflict resolution used by spouses depend on the gender role orientation, the family life cycle and the socio‐demographic characteristics.

The paper provides insights on the conflict occurring in purchase of furniture and the strategies used by spouses to reach a decision. However, the findings need to be validated on other samples and other products to better apprehend Muslim family interactions.

For marketers, the findings point to the importance of being aware of the extent of conflict and the used strategies to resolve it. Such knowledge may better refocus marketing efforts towards solving conflicts and help couples reach a purchase decision.

This paper focuses on the decisional dynamics in Tunisian Islamic context.

This paper aims to analyze the connectedness between the natural gas, wheat, gold, Bitcoin and Gulf Cooperation Council (GCC) stock indices with the advent of exogenous and unexpected shocks related to the health and political crises.

For this end, a quantile-based connectedness method is applied on returns of different assets during the period 01/01/2016–05/01/2024.

The empirical findings display that the existence of time-varying connectedness between markets is well-documented and seems to be stronger during the COVID-19 pandemic and the Russia–Ukraine war. The connectedness is fostered with extreme events, showing that shocks propagate increasingly during turbulent periods compared with calm ones. The connectedness is event-dependent.

The empirical results offer insightful information for policymakers and investors about the contagion effect and volatility spillover among GCC stock markets and other asset classes during different crises.

This study examines different asset classes’ dynamism connection with sock prices in the GCC countries to better apprehend the (dis)similarities between different asset classes in terms of information transmission. It also investigates the connectedness structure among different asset classes under extreme market conditions and how spillover effects across GCC markets and other ones can be time- and event-dependent.