Blue or Red? How Color Affects Consumer Information Processing in Food Choice

Colors can carry specific meaning and have an important influence on people’s feelings, thoughts and behaviors. This paper investigates the impact of blue versus red on how consumers process information in food choice. Results show color indeed influences consumer information processing and feature evaluation. Specifically, consumers spend more time and pay more attention to choice tasks in the red condition than in the blue condition. In addition, consumers are willing to pay more premium for certain feature on the red label than on the blue label.

Issue Date:
May 25 2016
Publication Type:
Conference Paper/ Presentation
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 Record created 2017-04-01, last modified 2018-01-23

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