Judgment is Not Color Blind: The Impact of Automatic Color Preference on Product and Advertising Preferences

Journal of Consumer Psychology (2014), 24 (1), 87-95

32 Pages Posted: 25 Apr 2012 Last revised: 21 Mar 2014

See all articles by Ioannis Kareklas

Ioannis Kareklas

State University of New York at Albany

Frederic F. Brunel

Boston University

Robin A. Coulter

University of Connecticut - Department of Marketing

Date Written: April 24, 2012

Abstract

This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian-Americans and African-Americans, and find that automatic color preference predicts automatic product preference of white over black-colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in-group preference by African-Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.

Keywords: implicit associations, automatic preferences, color preferences, racial preferences, advertising preferences, product preferences

Suggested Citation

Kareklas, Ioannis and Brunel, Frederic F. and Coulter, Robin A., Judgment is Not Color Blind: The Impact of Automatic Color Preference on Product and Advertising Preferences (April 24, 2012). Journal of Consumer Psychology (2014), 24 (1), 87-95. Available at SSRN: https://ssrn.com/abstract=2045339 or http://dx.doi.org/10.2139/ssrn.2045339

Ioannis Kareklas (Contact Author)

State University of New York at Albany ( email )

1400 Washington Ave
Albany, NY 12222
United States

HOME PAGE: http://www.ioanniskareklas.com/

Frederic F. Brunel

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 4609 (Phone)
617 353 4098 (Fax)

HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BrunelFrederic.html

Robin A. Coulter

University of Connecticut - Department of Marketing ( email )

Storrs, CT 06269
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
233
Abstract Views
1,390
rank
130,316
PlumX Metrics