Low Construals Prefer Atypical Colors

Jiyoon Uim, Hongik University, Republic of Korea
Nara Youn, Hongik University, Republic of Korea
The current research examines how atypical (vs. typical) color affects consumer information processing and examines the moderating role of construal level. Through three studies, we demonstrate that atypical color would lead to favorable evaluation of product more for consumers with low level than for those with high level construals.
[ to cite ]:
Jiyoon Uim and Nara Youn (2016) ,"Low Construals Prefer Atypical Colors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 763-763.