Craving For Density: Residential Mobility Increases Consumer Preference For Color Satiation
The present research explores the effect of residential mobility on consumer preferences for color saturation. Across four studies, we find that residential mobility threatens individuals’ sense of control, which systematically alters their aesthetic preferences, and makes them more likely to choose products with high color saturation.
Citation:
Xiao Su, Lili Wang, and Yanfen You (2021) ,"Craving For Density: Residential Mobility Increases Consumer Preference For Color Satiation", 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: 428-429.
Authors
Xiao Su, School of Management, Zhejiang University
Lili Wang, School of Management, Zhejiang University
Yanfen You, University of Massachusetts Amherst
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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