Is darker more effective? : the effect of package color lightness on consumer judgment of product efficacy
Xiaoying Zheng, Chunlei Liu, Lijing Zheng
| Year of publication: |
2025
|
|---|---|
| Authors: | Zheng, Xiaoying ; Liu, Chunlei ; Zheng, Lijing |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 42.2025, 4, p. 1018-1034
|
| Subject: | color lightness | consumption goal | efficacy judgment | learned association | visual marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Produktgestaltung | Product design | Experiment | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.22162 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015373302