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Black Magic: How Product Colors Influence Prosocial Behaviors
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Black Magic: How Product Colors Influence Prosocial Behaviors

Cross-Cultural Perspectives, Marketing & Consumer Behavior, Morality & Prosocial Behavior

Black Magic: How Product Colors Influence Prosocial Behaviors

There are “moral meanings” that people ascribe to objects in white and black colors. We show that consumers see buying a product in white color as an act that is morally good and buying a product in black color as an act that is morally bad. Those who buy white-colored products feel licensed to behave less prosocially afterward, while those who buy black-colored products are more prosocial as they feel a need to compensate for their initial misconduct.

By Yan Meng|2022-02-17T05:53:53+00:00January 5th, 2021|Categories: Cross-Cultural Perspectives, Marketing & Consumer Behavior, Morality & Prosocial Behavior|Tags: consumer behavior, cpg, fmcg, marketing, morality, priming, prosocial behavior|

The Secrecy Effect

Advertisers often depict their products being consumed in a social setting, but increasingly they also depict people secretly consuming their products. Will consumers like a product more if they are prompted to consume it in secret? New research explores this question, finding that prompting women to think about consuming products in secret has an impact, not only on product evaluations, but also on behavior and willingness to pay for those products. The authors refer to this effect as the “secrecy effect.”

By Maria Rodas|2022-02-17T06:11:05+00:00November 25th, 2019|Categories: Marketing & Consumer Behavior|Tags: attitude polarization, attitudes, behavior, branding, consumers, consumption, fmcg, framing, marketing, secrecy|

No I Won’t, but Yes We Will: How the Social Side of Decision-Making and Behavior Is Worthy of a Closer Look

By Guy Champniss I still have vivid memories of when I was little and I started to misbehave, my mother would bend down and whisper something in my ear. Each time, it was the same thing. And each time, it stopped me dead in my tracks. ‘People are watching you’ she’d say. I’d look around [...]

By Guy Champniss|2022-02-17T07:13:45+00:00July 2nd, 2015|Categories: Behavioral Theory & Insights, Morality & Prosocial Behavior|Tags: behavioral economics, consumer behavior, cpg, decision making, fmcg, identity, incentives, marketing, priming, prosocial behavior, social identity, social influence, social norms, social psychology|