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.
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.
Xiaolei Su, City University of Hong Kong
Nakaya Kakuda, City University of Hong Kong
Hisashi Kawamata, Waseda university
Yves Dupuis, Concordia Universiy
NA - Advances in Consumer Research Volume 49 | 2021
P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions
Min Jung Kim, Manhattan College
The Power of the Past: Consumer Nostalgia as a Coping Resource
Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA