Dark Is Durable, Light Is Convenient: Color Value Influences Perceived Product Attributes
Seven studies provide evidence that consumers perceive a product to be more durable, but less convenient, if its color is dark rather than light. Both effects arise because darker products are imagined to be heavier.
Citation:
Henrik Hagtvedt (2014) ,"Dark Is Durable, Light Is Convenient: Color Value Influences Perceived Product Attributes", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 27-31.
Authors
Henrik Hagtvedt, Boston College, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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