The Color of Indulgence: the Impact of Dark Color on Consumer Preference For Indulgent Consumption

In this research, we examine the impact of degree of darkness of colors on indulgent consumption behaviors. We propose that when consumers focus on the pleasurable (vs. sinful) aspect of indulgent consumption, exposure to dark color as compared to bright color cues enhances (vs. reduces) consumers’ preference for indulgent consumption.



Citation:

Monica Wadhwa, Amitava Chattopadhyay, and Kuangjie Zhang (2015) ,"The Color of Indulgence: the Impact of Dark Color on Consumer Preference For Indulgent Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 13-16.

Authors

Monica Wadhwa, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Kuangjie Zhang, Nanyang Technological University, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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