Increasing Consumption of Larger Product Sizes Through Symbolic Congruity: Size Label Color and Product Temperature
Four experiments reveal that matching size label color and product temperature cues lead to higher arousal, which increases willingness-to-pay for and larger selected sizes of products; this effect is moderated by air temperature, with cooler (warmer) air temperatures increasing (decreasing) desired size of a product through increased (decreased) arousal.
Citation:
Seth Ketron and Nancy Spears (2018) ,"Increasing Consumption of Larger Product Sizes Through Symbolic Congruity: Size Label Color and Product Temperature", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 649-650.
Authors
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia
Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA
Featured
A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory
Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, USA
Featured
From Novice to Know-it-All: How Google-Based Financial Learning Affects Financial Confidence and Decisions
Adrian Ward, University of Texas at Austin, USA
Tito L. H. Grillo, University of Texas at Austin, USA
Philip M. Fernbach, University of Colorado, USA