Dark Is Durable, Light Is Convenient: Color Value Influences Perceived Product Attributes

Henrik Hagtvedt, Boston College, USA
Seven studies provide evidence that consumers perceive a product to be more durable, but less convenient, if its color is dark rather than light. Both effects arise because darker products are imagined to be heavier.
[ to cite ]:
Henrik Hagtvedt (2014) ,"Dark Is Durable, Light Is Convenient: Color Value Influences Perceived Product Attributes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 27-31.