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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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