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.
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.
Henrik Hagtvedt, Boston College, USA
NA - Advances in Consumer Research Volume 42 | 2014
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