Color Lightness Shapes Hierarchy: When Darker Comes First

Five studies demonstrate that color lightness is perceptually associated with inter-item hierarchy. Specifically, consumers associate higher (lower) hierarchy items with darker (lighter) colors. This leads to greater preference for product bundles that possess this color-hierarchy congruency. This is not an automatic perceptual response. In contrast, consumer’s need-for-structure drives this effect.



Citation:

Myungjin Chung and Ritesh Saini (2017) ,"Color Lightness Shapes Hierarchy: When Darker Comes First", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 571-571.

Authors

Myungjin Chung, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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