Color me morally: White and black colors influence moral behaviours

Chan, EY; Wan, J

Color me morally: White and black colors influence moral behaviours

Chan, EY

Wan, J

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Publication Type:: Conference Proceeding
Citation:: Advances in Consumer Research, 2013, 41 pp. 767 - 778 (2)
Issue Date:: 2013

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Field	Value	Language
dc.contributor.author	Chan, EY https://orcid.org/0000-0002-6847-6545	en_US
dc.contributor.author	Wan, J	en_US
dc.contributor.editor	Botti, S	en_US
dc.contributor.editor	Labroo, A	en_US
dc.date	2013-10-03	en_US
dc.date.issued	2013	en_US
dc.identifier.citation	Advances in Consumer Research, 2013, 41 pp. 767 - 778 (2)	en_US
dc.identifier.issn	0098-9258	en_US
dc.identifier.uri	http://hdl.handle.net/10453/35387
dc.description.abstract	This research explores how black and white colours imbue products with moral meaning and affect people’s moral behaviours. Exposure to white products lead to moral behaviours, while exposure to black products leads to immoral behaviours. However, buying white products leads to licensing and buying black products leads to compensation.	en_US
dc.relation.ispartof	Advances in Consumer Research	en_US
dc.relation.ispartof	Association for Consumer Research	en_US
dc.title	Color me morally: White and black colors influence moral behaviours	en_US
dc.type	Conference Proceeding
utslib.citation.volume	41	en_US
utslib.location.activity	Chicago, IL, USA	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1701 Psychology	en_US
dc.location.activity	Chicago, IL, USA
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.finish-date	2013-10-06	en_US
pubs.publication-status	Published	en_US
pubs.start-date	2013-10-03	en_US
pubs.volume	41	en_US

Abstract:

This research explores how black and white colours imbue products with moral meaning and affect people’s moral behaviours. Exposure to white products lead to moral behaviours, while exposure to black products leads to immoral behaviours. However, buying white products leads to licensing and buying black products leads to compensation.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/35387