Unanticipated Marketing Effects of Color: Empirical Tests in Two Contexts

Jungsil Choi, University of Kansas, USA
Surendra Singh, University of Kansas, USA
In two empirical studies, we test the effects of colors perception on marketing phenomena. In two studies, we show that (a) colors (warm vs. cold) interact with the message appeal (heartwarming vs. heartbreaking), and (b) colors, by triggering different emotional reactions to the stimuli, influence consumer behavior by impacting risk-tolerance.
[ to cite ]:
Jungsil Choi and Surendra Singh (2011) ,"Unanticipated Marketing Effects of Color: Empirical Tests in Two Contexts", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.