White and Clean: How Disease Avoidance Affects Color Preferences

This research examines how an activated disease avoidance system influences preferences for products with light-colored surfaces. Light-colored surfaces facilitate the detection of impurity, which is a fundamental goal when consumers are motivated to protect themselves from contamination. The results of two experiments allow for important theoretical and managerial implications.



Citation:

Uwe Messer, Daniel Hein, Steffen Woelfl, and Alexander Leischnig (2016) ,"White and Clean: How Disease Avoidance Affects Color Preferences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 749-749.

Authors

Uwe Messer, University of Bamberg, Germany
Daniel Hein, University of Bamberg, Germany
Steffen Woelfl, University of Bamberg, Germany
Alexander Leischnig, University of Bamberg, Germany



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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