Chroma Looms Large: the Influence of Color Saturation on Attention and Size Perceptions

Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
This research demonstrates that color with high (vs. low) saturation increases size perceptions, for consumer products as well as geometric shapes, and that the influence is mediated by attention. Additionally, when given the size of a high-saturation (vs. low-saturation) object, consumers perceive the object’s surroundings to be comparatively smaller.
[ to cite ]:
Henrik Hagtvedt and S. Adam Brasel (2015) ,"Chroma Looms Large: the Influence of Color Saturation on Attention and Size Perceptions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 546-547.