1-I: the Effect of Color Saturation on Satiation: High Saturation Increases Satiation of the Product

Hakkyun Kim, Sungkyunkwan University, South Korea
Eunmi Jeon, Sungkyunkwan University, South Korea
Jungyun Kang, National Taiwan Normal University, Taiwan
This research investigated how color saturation influences consumer behavior. In other words, consumers can expect to become quickly satiated when they use products with high saturation than when they use products with low saturation of a color. Thus, we demonstrated a mediating role of expected satiation between product colors and purchase intentions.
[ to cite ]:
Hakkyun Kim, Eunmi Jeon, and Jungyun Kang (2017) ,"1-I: the Effect of Color Saturation on Satiation: High Saturation Increases Satiation of the Product", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1038-1038.