When White Obscures Evaluations: the Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations

Ioannis Kareklas, Washington State University, USA
Frederic Brunel, Boston University, USA
Robin Coulter, University of Connecticut, USA
Two IAT studies show that African and Caucasian-Americans have automatic preferences for the color white (vs. black), which influence automatic product, racial and advertising evaluations. Automatic preferences for white strengthen (attenuate) automatic in-group preferences among Caucasian-Americans (African-Americans), such that once color preference is removed both groups exhibit comparable in-group favoritism.
[ to cite ]:
Ioannis Kareklas, Frederic Brunel, and Robin Coulter (2012) ,"When White Obscures Evaluations: the Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 804-806.