Data of “The effects of color and transparency of fruit trays on consumers' perceptual cognition”

The data of two related experiments are included, which aims to study the effects of color and transparency of fruit trays on consumers' perceived freshness and purchase intention.In the first experiment, the independent variables are colors of fruit trays (within-subjects factor with four levels: red, green, black and white) and fruit categories (within-subjects factor with two levels: cherry tomato and green grape), and the dependent variables are consumers' perceived freshness and purchase intention. In the second experiment, the independent variables are transparency of fruit trays (within-subjects factor with three levels: transparent, semi-transparent, andnon-transparent) and fruit categories (within-subjects factor with two levels: cherry tomato and green grape), and the dependent variables are consumers' perceived freshness and purchase intention.