Danger!? the Effect of Color Red on Construal Level.
This research investigated the effect of color (red vs blue) on construal level. Surprisingly, results were inconsistent with prior research which suggests that red background should lead to concrete construal when answering an online survey. Two studies from different cultures are employed.
Citation:
Xiaolei Su, Nakaya Kakuda, Hisashi Kawamata, and Yves Dupuis (2021) ,"Danger!? the Effect of Color Red on Construal Level.", 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: 933-933.
Authors
Xiaolei Su, City University of Hong Kong
Nakaya Kakuda, City University of Hong Kong
Hisashi Kawamata, Waseda university
Yves Dupuis, Concordia Universiy
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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