价(化学)
心理学
社会心理学
认知心理学
化学
有机化学
作者
Tine De Bock,Mario Pandelaere,Patrick Van Kenhove
标识
DOI:10.1016/j.jcps.2012.09.003
摘要
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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