The Best of Both Worlds: Effects of Product Color Brightness on Hedonic Food Consumption

Adriana V. Madzharov, Baruch College, CUNY, USA
Suresh Ramanathan, Texas A&M University, USA
Lauren G. Block, Baruch College, CUNY, USA
Across six studies we demonstrate that participants consume more light-colored hedonic foods (e.g. white M&Ms) than dark-colored hedonic foods (e.g. black M&Ms). Through a detailed exploration of consumer’s emotions and evaluations during consumption, we show that light-colored food carries both more positive affective value and is considered more healthful.
[ to cite ]:
Adriana V. Madzharov, Suresh Ramanathan, and Lauren G. Block (2012) ,"The Best of Both Worlds: Effects of Product Color Brightness on Hedonic Food 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: 173-177.