3F the Time Scarcity Effect: Why Less Time Increases Need For High Color Saturated Products?

Consumers prefer products with high-saturated colors when they experience time scarcity. This proposed effect occurs because time scarcity drives consumers to develop a strong need for product efficacy, which results in more favorable attitudes toward products with high saturated colors which can symbolically provide a feeling of product efficacy.



Citation:

Yijie Wang, Yuwei Jiang, Hong Zhu, Xingyu Duan, and Chunqu Xiao (2019) ,"3F the Time Scarcity Effect: Why Less Time Increases Need For High Color Saturated Products?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.

Authors

Yijie Wang, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China
Hong Zhu, Nanjing University, China
Xingyu Duan, Nanjing University, China
Chunqu Xiao, Nanjing University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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