5C How Color Affects Food Choices: the Impact of Image Color on Consumer Preference of Vice Versus Virtue Foods

In five studies, we illuminate that how the color of food images shifts people’s food choices and demonstrate that the black-and-white thinking underlies the effect of the color (colorful vs. black-and-white) on the food choice between vices and virtues. We also rule out construal levels as an alternative explanation.



Citation:

Yuanyuan (Gina) Cui, Jungkeun Kim, and Jooyoung Park (2019) ,"5C How Color Affects Food Choices: the Impact of Image Color on Consumer Preference of Vice Versus Virtue Foods", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 964-964.

Authors

Yuanyuan (Gina) Cui, Auckland University of Technology, New Zealand
Jungkeun Kim, Auckland University of Technology, New Zealand
Jooyoung Park, Peking University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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