ROLE OF COLOR HUES IN SIGNALING HEALTHINESS

In the current paper, the authors examine the potential role of hues adopted in packaging that influence health and taste associations surrounding a product. Specifically, by investigating the role of individual differences of centrality of visual product aesthetics, they demonstrate that using visu...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 201
Main Authors Sundar, Aparna, Gonsales, Flavia Igliori, Paik, Sung-Hee Wendy
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2017
Subjects
Advertising
Color
Health
Influence
Packaging
Studies
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ISSN0883-2404

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Summary:In the current paper, the authors examine the potential role of hues adopted in packaging that influence health and taste associations surrounding a product. Specifically, by investigating the role of individual differences of centrality of visual product aesthetics, they demonstrate that using visual information regarding a product intensifies the effect of color on taste inferences. Surprisingly, this individual difference influences the effect of color on health inferences in a rather contradictory manner. In addition, we present the theoretical implications, strategic implications in advertising, and areas of focus for future research. This research has shown consumer responses to hypothetical brand packaging. Future studies could investigate the effects of green color on valuable and strong-equity brands, an especially relevant matter for healthy (re)positioning challenges, such as the one McDonald's is experiencing (Mourdoukouta 2013). Similarly, future studies could verify different demographics and characteristics of study subjects (e.g., education, income, culture).
ISSN:0883-2404