The Impact of Color on Consumer Perceptions of Product Efficacy

Color can communicate important marketing elements such as brand personality, healthiness, flavor, scent, and size. But can color communicate efficacy (i.e., how well the product works)? We explore this important question in this research through three experiments and find that color can impact consumers' perceptions of a product's efficacy.


Lauren Labrecque, Christy Ashley, Stefanie Sohn, and Barbara Seegebarth (2021) ,"The Impact of Color on Consumer Perceptions of Product Efficacy", 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: 921-921.


Lauren Labrecque, University of Rhode Island
Christy Ashley, University of Rhode Island
Stefanie Sohn, University of Southern Denmark
Barbara Seegebarth, Technische Universität Braunschweig


NA - Advances in Consumer Research Volume 49 | 2021

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