Red, Ripe, and Ready: Effect of Food Color on Consumption

Does food color affect consumption? The color red, for example, has reliably served as an indicator of a food’s ripeness, sweetness, and adaptive value. In three experiments we show that people automatically approach red-colored foods and eat larger quantities of red-colored foods, especially when the food is sweet.



Citation:

Stephanie Cantu and Vladas Griskevicius (2012) ,"Red, Ripe, and Ready: Effect of Food Color on Consumption", 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: 163-167.

Authors

Stephanie Cantu, University of Minnesota, USA
Vladas Griskevicius, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice

Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.