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:
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.
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