Red in the Environment Increases Preference For Competent Brands

Across four studies, this research demonstrates that exposure to red cues in the environment increases consumer preference for competent but not warm brands. This effect is mediated by competitive orientation, and is attenuated when consumers purchase products for others than for themselves.



Citation:

Yansu Wang, Jun Pang, and Lingyun Qiu (2020) ,"Red in the Environment Increases Preference For Competent Brands", 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: 1229-1229.

Authors

Yansu Wang, Renmin University of China
Jun Pang, Renmin University of China
Lingyun Qiu, Peking University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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