Color Me Morally: White and Black Colors Influence Moral Behaviours

Jing Wan, University of Toronto, Canada
Eugene Chan, University of Toronto, Canada
This research explores how black and white colours imbue products with moral meaning and affect people’s moral behaviours. Exposure to white products lead to moral behaviours, while exposure to black products leads to immoral behaviours. However, buying white products leads to licensing and buying black products leads to compensation.
[ to cite ]:
Jing Wan and Eugene Chan (2013) ,"Color Me Morally: White and Black Colors Influence Moral Behaviours", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.