The Taste of Colour: Examining the Influence of Package Colour on Consumer Perceptions and Buying Intention

Consumers are more likely to purchase hedonic (vs. healthy) food in dark (vs. bright packages). This relationship is mediated by the perceived congruency between package color and food type. Further, food is perceived as tastier in a dark package and healthier in a bright package. Different moderators are also tested.



Citation:

Chi Pham and Nitika Garg (2018) ,"The Taste of Colour: Examining the Influence of Package Colour on Consumer Perceptions and Buying Intention", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 57-58.

Authors

Chi Pham, University of New South Wales, Australia
Nitika Garg, University of New South Wales, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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