Monotonous Forests and Colorful Trees

Hyojin Lee, Ohio State University, USA
Xiaoyan Deng, Ohio State University, USA
Rao Unnava, Ohio State University, USA
We examine the effects of color on information processing style. We find that color makes people focus more on the details presented in a picture while black and white makes people focus more on the overall meaning of the picture. The differential focus is then shown to affect product choice.
[ to cite ]:
Hyojin Lee, Xiaoyan Deng, and Rao Unnava (2012) ,"Monotonous Forests and Colorful Trees", 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: 1140-1140.