The Traffic Light Colors Red and Green in the Context of Healthy Food Decision-Making

The traffic light color red (signaling ‘stop’) intensifies automatic avoidance of unhealthy foods, while green (signaling ‘go’) does not increase approach to healthy foods. This mechanism helps low (versus high) self-control consumers make healthier purchases in supermarkets, where traffic light-colored nutrition labels are implemented on the front of product packages.


Joerg Koenigstorfer, Andrea Groeppel-Klein, Friederike Kamm, Michaela Rohr, and Dirk Wentura (2012) ,"The Traffic Light Colors Red and Green in the Context of Healthy Food Decision-Making", 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: 945-946.


Joerg Koenigstorfer, Pennsylvania State University, USA
Andrea Groeppel-Klein, Saarland University, Germany
Friederike Kamm, Saarland University, Germany
Michaela Rohr, Saarland University, Germany
Dirk Wentura, Saarland University, Germany


NA - Advances in Consumer Research Volume 40 | 2012

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