3E the Color of Life: Effects of Life Meaninglessness on Color Preference

An eye-tracking experiment, a field study, and two lab experiments provide convergent evidence that people’ perceived life meaninglessness leads them to pay more attention to and prefer objects with high-saturated colors over those with low-saturated colors. An emptiness-filling mechanism is proposed to explain this observed effect.



Citation:

Lei Su and Yuwei Jiang (2019) ,"3E the Color of Life: Effects of Life Meaninglessness on Color Preference", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 993-993.

Authors

Lei Su, Hong Kong Baptist University, China
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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