Effects of Retail Ambient Color on Purchases of Indulgent Foods: Findings From Field and Lab Studies

Ambient color is an integral part of any retail setting, including stores, restaurants, and cafeterias. This research examines how different ambient colors influence consumer food purchases. A series of field and lab experiments consistently demonstrate that having red color in the ambience enhances children’s and adults’ purchases of indulgent foods.



Citation:

Dipayan Biswas, Courtney Szocs, and Annika Abell (2019) ,"Effects of Retail Ambient Color on Purchases of Indulgent Foods: Findings From Field and Lab Studies", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 57-61.

Authors

Dipayan Biswas, University of South Florida, USA
Courtney Szocs, Louisiana State University, USA
Annika Abell, University of South Florida, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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