The halo effect of product Color lightness on hedonic food consumption

Adriana V. Madzharov; Suresh Ramanathan; Lauren G. Block

doi:10.1086/688221

The halo effect of product Color lightness on hedonic food consumption

Adriana V. Madzharov, Suresh Ramanathan, Lauren G. Block

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20 Citations (SciVal)

Abstract

The authors present evidence that light-colored hedonic foods, that is, foods generally considered to be vices and relatively unhealthy, are consumed in greater quantity than the same foods that are darker in color. Greater consumption was demonstrated for lighter-colored chocolate candies and pudding (vs. darker) across a variety of colors. This halo effect of color lightness arises for vice foods because they are consumed for the hedonic experience itself; indeed, the present results indicated that greater consumption was driven by an increased pleasurable experience in the form of a more favorable in-the-moment emotional response and higher taste evaluations. By contrast, the halo effect of color lightness was attenuated for healthy, often called virtue, foods that are consumed for more utilitarian consequences. Findings have practical implications for consumer welfare by contributing to an understanding of what may drive overconsumption of high-calorie foods and for marketers interested in encouraging responsible consumption.

Original language	English
Pages (from-to)	579-591
Number of pages	13
Journal	Journal of the Association for Consumer Research
Volume	1
Issue number	4
DOIs	https://doi.org/10.1086/688221
Publication status	Published - 1 Oct 2016

Bibliographical note

Funding Information:
Adriana V. Madzharov ([email protected]) is an assistant professor of marketing at the School of Business, Stevens Institute of Technology, Castle Point on Hudson, Hoboken, NJ 07030. Suresh Ramanathan ([email protected]) is the David R. Norcom ’73 Professor of Marketing at Mays Business School, Texas A&M University, 201N Wehner, 4112 TAMU, College Station, TX 77843. Lauren G. Block ([email protected]) is the Lippert Professor of Marketing, Baruch College, the City University of New York, One Bernard Baruch Way, New York, NY 10010. Correspondence may be directed to the first author. Financial support from the City University of New York research grant is gratefully acknowledged.

Publisher Copyright:
© 2016 the Association for Consumer Research. All rights reserved.

ASJC Scopus subject areas

Applied Psychology
Economics and Econometrics
Marketing

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10.1086/688221

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abstract = "The authors present evidence that light-colored hedonic foods, that is, foods generally considered to be vices and relatively unhealthy, are consumed in greater quantity than the same foods that are darker in color. Greater consumption was demonstrated for lighter-colored chocolate candies and pudding (vs. darker) across a variety of colors. This halo effect of color lightness arises for vice foods because they are consumed for the hedonic experience itself; indeed, the present results indicated that greater consumption was driven by an increased pleasurable experience in the form of a more favorable in-the-moment emotional response and higher taste evaluations. By contrast, the halo effect of color lightness was attenuated for healthy, often called virtue, foods that are consumed for more utilitarian consequences. Findings have practical implications for consumer welfare by contributing to an understanding of what may drive overconsumption of high-calorie foods and for marketers interested in encouraging responsible consumption.",

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note = "Funding Information: Adriana V. Madzharov ([email protected]) is an assistant professor of marketing at the School of Business, Stevens Institute of Technology, Castle Point on Hudson, Hoboken, NJ 07030. Suresh Ramanathan ([email protected]) is the David R. Norcom {\textquoteright}73 Professor of Marketing at Mays Business School, Texas A&M University, 201N Wehner, 4112 TAMU, College Station, TX 77843. Lauren G. Block ([email protected]) is the Lippert Professor of Marketing, Baruch College, the City University of New York, One Bernard Baruch Way, New York, NY 10010. Correspondence may be directed to the first author. Financial support from the City University of New York research grant is gratefully acknowledged. Publisher Copyright: {\textcopyright} 2016 the Association for Consumer Research. All rights reserved.",

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AB - The authors present evidence that light-colored hedonic foods, that is, foods generally considered to be vices and relatively unhealthy, are consumed in greater quantity than the same foods that are darker in color. Greater consumption was demonstrated for lighter-colored chocolate candies and pudding (vs. darker) across a variety of colors. This halo effect of color lightness arises for vice foods because they are consumed for the hedonic experience itself; indeed, the present results indicated that greater consumption was driven by an increased pleasurable experience in the form of a more favorable in-the-moment emotional response and higher taste evaluations. By contrast, the halo effect of color lightness was attenuated for healthy, often called virtue, foods that are consumed for more utilitarian consequences. Findings have practical implications for consumer welfare by contributing to an understanding of what may drive overconsumption of high-calorie foods and for marketers interested in encouraging responsible consumption.

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The halo effect of product Color lightness on hedonic food consumption

Abstract

Bibliographical note

ASJC Scopus subject areas

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