Low Construals Prefer Atypical Colors
The current research examines how atypical (vs. typical) color affects consumer information processing and examines the moderating role of construal level. Through three studies, we demonstrate that atypical color would lead to favorable evaluation of product more for consumers with low level than for those with high level construals.
Jiyoon Uim and Nara Youn (2016) ,"Low Construals Prefer Atypical Colors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 763-763.
Jiyoon Uim, Hongik University, Republic of Korea
Nara Youn, Hongik University, Republic of Korea
NA - Advances in Consumer Research Volume 44 | 2016
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge
Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow