Effects of Harmony in Color on Perceived Variety and Consumption Estimates

Past research shows that perceived variety influences form-based organization of assortment. The research presented in this paper demonstrates that harmony in color has the same impact on consumption that a lack of structure or organization has.


Aparna Sundar, Frank Kardes, Karen Machleit, and Lauren Flanigan (2014) ,"Effects of Harmony in Color on Perceived Variety and Consumption Estimates", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 812-812.


Aparna Sundar, University of Cincinnati
Frank Kardes, University of Cincinnati
Karen Machleit, University of Cincinnati
Lauren Flanigan, University of Cincinnati


NA - Advances in Consumer Research Volume 42 | 2014

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