The Effect of Color

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. Results of the experiment show that participants who were exposed to the blue vs. red stimuli condition had higher willingness to pay for various consumption items and, for those high in impulsivity, higher intent to smoke cigarettes.


Dante Pirouz and Liangyan Wang (2011) ,"The Effect of Color", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 754-755.


Dante Pirouz, University of Western Ontario, USA
Liangyan Wang, Antai Management School, Shanghai Jiao Tong University


NA - Advances in Consumer Research Volume 39 | 2011

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