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 More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Featured

H12. Does Economic Development Influence Consumer Innovativeness?

Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia

Read More

Featured

J1. The Effect of Identity Abstractness on Information Processing Styles

Woojin Choi, University of Seoul
Min Jung Kim, Manhattan College
HyukJin Kwon, University of Seoul
Jiyun Kang, Texas State University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.