The Unspeakable Dark Side of Status: Low Color-Value Signals Status, Unless You Mention It

Lower color-value (i.e., darker) products are perceived as providing more status than, and thus are preferred to, higher color-value (i.e., lighter) ones. These effects are attenuated for high-status individuals, and seem to be implicit; they disappear when participants are explicitly asked to consider color-value before status evaluations.



Citation:

Susan Danissa Calderón Urbina and Antonios Stamatogiannakis (2018) ,"The Unspeakable Dark Side of Status: Low Color-Value Signals Status, Unless You Mention It", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 71-72.

Authors

Susan Danissa Calderón Urbina, IE University, Spain
Antonios Stamatogiannakis, IE University, Spain



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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