Color me morally: White and black colors influence moral behaviours

Publication Type:
Conference Proceeding
Advances in Consumer Research, 2013, 41 pp. 767 - 778 (2)
Issue Date:
Full metadata record
Files in This Item:
Filename Description Size
Thumbnailacr_v41_15750.pdf Published version300.19 kB
Adobe PDF
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: