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.
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.
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas
NA - Advances in Consumer Research Volume 46 | 2018
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