Food Packaging and Guilt: the Effects of the Color Red and Negative Cognitive Associations For Vice Versus Virtue Food Products

Through three studies, we demonstrate that because of the association of the color red with transgression, consumers feel more guilt when exposed to a red (versus green or blue) food packaging. This effect depends on the vice categorization of the food, red leading to stronger guilt for vice products.



Citation:

Renaud Lunardo, Camille Saintives, and Damien Chaney (2020) ,"Food Packaging and Guilt: the Effects of the Color Red and Negative Cognitive Associations For Vice Versus Virtue Food Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 514-547.

Authors

Renaud Lunardo, Kedge Business School, France
Camille Saintives, INSEEC Business School, France
Damien Chaney, South Champagne Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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