Contextual effects of color on food choices

Red ambient color induces indulgence

Bibliographic Data

ID12408501
AuthorsCourtney Szocs (0000-0001-7028-3286, Pennsylvania State University University Park Pennsylvania USA, corresponding author), Annika Abell (0000-0002-9564-9974, University of Tennessee Knoxville Tennessee USA), Ruta Ruzeviciute (0000-0002-3330-2166, University of Tennessee Knoxville Tennessee USA), Yeseul Kim (0000-0003-0738-5508, University of Sussex Brighton UK), Dipayan Biswas (0000-0002-6015-8585, University of South Florida Tampa Florida USA)
Year2024
Volume35
Issue4
Pages602-616
Publication date2024-11-13
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Consumer Psychology (JOURNAL)
Journal identifiersISSN: 1057-7408 • E-ISSN: 1532-7663
PublisherElsevier BV (PUBLISHER)
DOI10.1002/jcpy.1445
OpenAlexW4404328454
LanguageEN
References cited88

This research examines how red ambient color in restaurants/cafeterias influences food choices. Prior research shows that red directly related to a food product (such as on nutrition labels or plates/cups) leads to avoidance of unhealthy foods. Yet, many successful fast‐food restaurants (e.g., McDonald's and Dairy Queen) use red in their ambiance, suggesting that in the context of food/eating, ambient red may have a different meaning than product‐related red. Indeed, the current research shows that consumers associate ambient red (e.g., wall color) with unhealthy restaurants. The presence of ambient red (vs. blue, gray, or white) leads to greater preference for unhealthy (i.e., high calorie, high fat, and indulgent) food options because consumers draw on ambient factors to make inferences about products sold in a retail establishment and then choose contextually appropriate products. The effect is moderated by the extent to which a consumer associates red with unhealthy restaurants. This research highlights how, in the context of food/eating, the placement of red influences its meaning and ultimately whether consumers approach or avoid unhealthy foods

Cognitive psychology · Food choice · Indulgence · Biochemical Analysis and Sensing Techniques · Chemistry · Color perception and design · Medicine · Multisensory perception and integration · Psychology · Food Science

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