Red, Ripe, and Ready: Effect of Food Color on Consumption

Stephanie Cantu, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA
Does food color affect consumption? The color red, for example, has reliably served as an indicator of a food’s ripeness, sweetness, and adaptive value. In three experiments we show that people automatically approach red-colored foods and eat larger quantities of red-colored foods, especially when the food is sweet.
[ to cite ]:
Stephanie Cantu and Vladas Griskevicius (2012) ,"Red, Ripe, and Ready: Effect of Food Color on Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 163-167.