Colorful Or Black-And-White? the Role of Temporal Distance on How You See the Future

Hyojin Lee, The Ohio State University
Xiaoyan Deng, The Ohio State University
Kentaro Fujita, The Ohio State University
H. Rao Unnava, The Ohio State University
Drawing from Construal Level Theory (CLT), we propose that visualizations of distant future events are characterized by black-and-white (bw) imagery, whereas visualizations of near future events are characterized by color imagery. In four studies, we experimentally test this main hypothesis and investigate its implications on consumer decisions.
[ to cite ]:
Hyojin Lee, Xiaoyan Deng, Kentaro Fujita, and H. Rao Unnava (2014) ,"Colorful Or Black-And-White? the Role of Temporal Distance on How You See the Future", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 572-573.