When White Obscures Evaluations: the Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations

Two IAT studies show that African and Caucasian-Americans have automatic preferences for the color white (vs. black), which influence automatic product, racial and advertising evaluations. Automatic preferences for white strengthen (attenuate) automatic in-group preferences among Caucasian-Americans (African-Americans), such that once color preference is removed both groups exhibit comparable in-group favoritism.



Citation:

Ioannis Kareklas, Frederic Brunel, and Robin Coulter (2012) ,"When White Obscures Evaluations: the Influence of Automatic Color Preferences on Product, Race and Spokesperson Evaluations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 804-806.

Authors

Ioannis Kareklas, Washington State University, USA
Frederic Brunel, Boston University, USA
Robin Coulter, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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