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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship
Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
F7. Mere Packaging and Consumer Choice
Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA
When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect
Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA