Effects of Harmony in Color on Perceived Variety and Consumption Estimates

Aparna Sundar, University of Cincinnati
Frank Kardes, University of Cincinnati
Karen Machleit, University of Cincinnati
Lauren Flanigan, University of Cincinnati
Past research shows that perceived variety influences form-based organization of assortment. The research presented in this paper demonstrates that harmony in color has the same impact on consumption that a lack of structure or organization has.
[ to cite ]:
Aparna Sundar, Frank Kardes, Karen Machleit, and Lauren Flanigan (2014) ,"Effects of Harmony in Color on Perceived Variety and Consumption Estimates", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 812-812.