The Color of Indulgence: How Dark Color Influences Indulgent Consumption

We examine the impact of degree of darkness of colors on indulgent consumption behaviors. We show that darkness is associated with indulgence and exposure to darker color cues can enhance (vs. reduce) consumers’ preference for indulgent consumption when the positive (vs. negative) aspect of indulgent consumption is made salient.


Kuangjie Zhang, Monica Wadhwa, and Amitava Chattopadhyay (2016) ,"The Color of Indulgence: How Dark Color Influences Indulgent Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 274-278.


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


NA - Advances in Consumer Research Volume 44 | 2016

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