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.
Citation:
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.
Authors
Jiyoon Uim, Hongik University, Republic of Korea
Nara Youn, Hongik University, Republic of Korea
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA
Featured
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
Featured
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada