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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