Color Me Aroused While Keeping the Cool

Arousal drives a variety of consumer behaviors and colors, especially warm colors, can induce arousal. However, limited research explores ways colors can impact arousal beyond wavelength. In this research, we show that using multiple cool colors can increase arousal through visual complexity, leading to increased purchase intentions and brand excitement.


Nadeesha Bandara, Elizabeth G. Miller, George R. Milne, and Lauren Labrecque (2021) ,"Color Me Aroused While Keeping the Cool", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 900-900.


Nadeesha Bandara, University of Massachusetts Amherst
Elizabeth G. Miller, University of Massachusetts Amherst
George R. Milne, University of Massachusetts Amherst
Lauren Labrecque, University of Rhode Island


NA - Advances in Consumer Research Volume 49 | 2021

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