When colors backfire: The impact of color cues on moral judgment |
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Authors: | Tine De Bock Mario Pandelaere Patrick Van Kenhove |
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Institution: | 1. Hogeschool‐Universiteit Brussel, Faculty of Economics and Management, Human Relations Research Group, Warmoesberg 26, 1000 Brussels, Belgium;2. Ghent University, Faculty of Economics and Business Administration, Department of Marketing, Tweekerkenstraat 2, 9000 Ghent, Belgium |
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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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Keywords: | Affective priming Color Moral judgment Conceptual fluency Intuition |
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