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.
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.
Xiao Su, School of Management, Zhejiang University
Lili Wang, School of Management, Zhejiang University
Yanfen You, University of Massachusetts Amherst
NA - Advances in Consumer Research Volume 49 | 2021
Secrecy Prompts Nonconformity-Avoidance in Consumption Choice
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Q4. The notion of self-optimization in context of self-tracking and beyond
Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA