The Effect of Color Hue on Risky Behavior Choices

Much of what consumers see – from advertising to logos – are imbued with color. While there is a wide range of research on the physics and physiology of color and visual processing, there remain unanswered questions regarding the effect of color on behavior and more specifically on consumer behavior. This research shows that exposure to red stimuli (vs. blue) results in risky behavior including a higher urge to smoke cigarettes and higher preference for unhealthy snack foods indicating a cognitive resource depletion effect.



Citation:

Dante M. Pirouz (2011) ,"The Effect of Color Hue on Risky Behavior Choices", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 109-110.

Authors

Dante M. Pirouz, Ivey School of Business, University of Western Ontario



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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