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Title: When colors backfire: The impact of color cues on moral judgment
Authors: De Bock, Tine ×
Pandelaere, Mario
Van Kenhove, Patrick #
Editors: Vitell, Scott
Issue Date: 2013
Publisher: L. Erlbaum Associates
Series Title: Journal of Consumer Psychology vol:23 issue:3 pages:341-348
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.
URI: 
ISSN: 1057-7408
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
× corresponding author
# (joint) last author

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