The Effects of Color Vs. Black-And-White on Information Processing

In this research, we examine the effects of color on information processing. Five studies show that people process the central elements of both color and black-and-white pictures spontaneously. However, color pictures draw a person’s attention to the peripheral elements of a picture as well, more so than black-and-white pictures.


Hyojin Lee, Xiaoyan Deng , and H. Rao Unnava (2013) ,"The Effects of Color Vs. Black-And-White on Information Processing ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Hyojin Lee, Ohio State University, USA
Xiaoyan Deng , Ohio State University, USA
H. Rao Unnava , Fisher College of Business, Ohio State University, USA


NA - Advances in Consumer Research Volume 41 | 2013

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