Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882149 | Journal of Consumer Psychology | 2013 | 8 Pages |
Abstract
This article investigates if and how the valence of color cues affects moral acceptability of (un)desirable consumer behaviors. Study 1 uses colors with definite differences in terms of valence, namely, red and green. Study 2 applies an evaluative conditioning paradigm to endow initially neutral colors with negative versus positive valences. We find an ironic color effect: undesirable behaviors become more acceptable when presented with negatively valenced colors. In general, respondents find (un)desirable behaviors more acceptable when a background color is of the same valence rather than neutral or opposite in valence. Implications for promotion and prevention campaigns are discussed.
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Authors
Tine De Bock, Mario Pandelaere, Patrick Van Kenhove,