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

Meng Shen and Zhifeng Gao

No 235782, 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts from Agricultural and Applied Economics Association

Abstract: 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.

Keywords: Agribusiness; Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Pages: 20
Date: 2016-05-25
New Economics Papers: this item is included in nep-cbe, nep-exp and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea16:235782

DOI: 10.22004/ag.econ.235782

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