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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

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