Color Saturation Increases Perceived Product Size

Hagtvedt, Henrik; Bräsel, Sylvia

doi:10.1093/jcr/ucx039

Cited by 86 publications

(170 citation statements)

References 48 publications

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“…We do this for two reasons. First, color and pattern are of practical importance for consumer behavior because both have a strong impact on overall beauty and aesthetics, an important but understudied criterion by which consumers evaluate products (Alba and Williams 2013;Hagtvedt and Brasel 2017;Hoegg and Alba 2008;Page and Herr 2002;Patrick and Peracchio 2010;Postrel 2003;Townsend and Shu 2010;Yamamoto and Lambert 1994). Second, color and pattern together offer a broad theoretical examination of "arousal potential" within the context of visual aesthetics (Berlyne, 1971;Hagtvedt and Brasel 2017).…”

Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

“…First, color and pattern are of practical importance for consumer behavior because both have a strong impact on overall beauty and aesthetics, an important but understudied criterion by which consumers evaluate products (Alba and Williams 2013;Hagtvedt and Brasel 2017;Hoegg and Alba 2008;Page and Herr 2002;Patrick and Peracchio 2010;Postrel 2003;Townsend and Shu 2010;Yamamoto and Lambert 1994). Second, color and pattern together offer a broad theoretical examination of "arousal potential" within the context of visual aesthetics (Berlyne, 1971;Hagtvedt and Brasel 2017). Colors vary in their arousal potential primarily via saturation -the amount of pigment in a color -with highly saturated colors being more vivid, pure, bright, and colorful (i.e., they have higher chroma 3 ; Küller, Mikellides, and Janssens 2009;Zielińki 2016), thus increasing their potential to alert and arouse an organism (Hagtvedt and Brasel 2017;Labreque and Milne 2012;Valdez and Mehrabian 1994).…”

Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

“…Second, color and pattern together offer a broad theoretical examination of "arousal potential" within the context of visual aesthetics (Berlyne, 1971;Hagtvedt and Brasel 2017). Colors vary in their arousal potential primarily via saturation -the amount of pigment in a color -with highly saturated colors being more vivid, pure, bright, and colorful (i.e., they have higher chroma 3 ; Küller, Mikellides, and Janssens 2009;Zielińki 2016), thus increasing their potential to alert and arouse an organism (Hagtvedt and Brasel 2017;Labreque and Milne 2012;Valdez and Mehrabian 1994). Patterns vary in their arousal potential via their complexity, amount of contrast, puzzlement, or visual busyness (Cox and Cox 2002), again increasing the potential to alert and arouse (Berlyne 1971).…”

Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

See 2 more Smart Citations

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Buechel

Townsend

2018

Journal of Consumer Research

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Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

Section: Arousal Potential In Visual Stimulimentioning

confidence: 99%

See 1 more Smart Citation

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Buechel

Townsend

2018

Journal of Consumer Research

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“…Perceived gaps in size, shape, stereo perception, etc. are constantly being compensated [26]. However, other senses, especially multi-sensory, is still relatively lacking, and in Obviously, the basic interaction between human body and product is lost in the context of online consumption.…”

Section: Virtual Sensory Perception In the Context Of Online Consumptionmentioning

confidence: 99%

“…For example, dark color make consumer feel the product more durable and bright color make consumer feel the product more convenient. This is because consumer associate colors with weight in cognition judgment [26]. Henrik and Adam found that color saturation can increase the perception of product size [32].…”

Section: Consumer Mental Imagery and Cognitive Metaphor In Online Conmentioning

confidence: 99%

Review of Consumer Cognition Research From the Embodied Cognition Perspective in the Context of Online Consumption

Xiaoqing¹,

Wang²

2018

Inform. manag. comp. sci.

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The cognition of cognition is a hot topic in the field of cognitive science in recent years, and it has also attracted a lot of attentions in the study of consumer behavior. An embodied cognition perspective in consumer research suggests that consumer perception is based on the consumer's sensory experience. This paper gives a briefly review of the origin and development of embodied cognition theory. Online consumption context is the background of this research. This paper summarizes the latest research of embodied cognition theory in this field. Although consumer perception is limited to some extent in the context of online consumption, visual and auditory can help consumers to form virtual tactile, olfactory and taste perceptions due to the existence of multi-sensory crossover mechanisms in the brain. The consumer's virtual sensory perception enters the consumer's cognitive system and transforms into a product/brand knowledge system based on mental imagery and metaphorical cognition. This is the consumer cognition process in the context of online consumption.

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Color‐hierarchies in executive control of monkeys' behavior

Ghasemian

Vardanjani

Sheibani

et al. 2021

American J Primatol

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Processing advantages for particular colors (color-hierarchies) influence emotional regulation and cognitive functions in humans and manifest as an advantage of the red color, compared with the green color, in triggering response inhibition but not in response execution. It remains unknown how such color-hierarchies emerge in human cognition and whether they are the unique properties of human brain with advanced trichromatic vision. Dominant models propose that color-hierarchies are formed as experience-dependent learning that associates various colors with different human-made conventions and concepts (e.g., traffic lights). We hypothesized that if color-hierarchies modulate cognitive functions in trichromatic nonhuman primates, it would indicate a preserved neurobiological basis for such colorhierarchies. We trained six macaque monkeys to perform cognitive tasks that required behavioral control based on colored cues. Color-hierarchies significantly influenced monkeys' behavior and appeared as an advantage of the red color, compared to the green, in triggering response inhibition but not response execution. For all monkeys, the order of color-hierarchies, in response inhibition and also execution, was similar to that in humans. In addition, the cognitive effects of colorhierarchies were not limited to the trial in which the colored cues were encountered but also persisted in the following trials in which there was no colored cue on the visual scene. These findings suggest that color-hierarchies are not resulting from association of colors with human-made conventions and that simple processing advantage in retina or early visual pathways does not explain the cognitive effects of color-hierarchies. The discovery of color-hierarchies in cognitive repertoire of monkeys indicates that although the evolution of humans and monkeys diverged in about 25 million years ago, the color-hierarchies are evolutionary preserved, with the same order, in trichromatic primates and exert overarching effects on the executive control of behavior.

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Color Saturation Increases Perceived Product Size

Cited by 86 publications

References 48 publications

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics

Review of Consumer Cognition Research From the Embodied Cognition Perspective in the Context of Online Consumption

Color‐hierarchies in executive control of monkeys' behavior

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