Background Color Influences Consumer Evaluations: Is There a Product Contagion Effect?

Abstract

The present study focuses on how the contagion effect between food products placed on different color backgrounds influences consumer evaluations, through a series of three experiments. The color characteristics are discussed, and contagion theory is used to explicate the underlying process. Across the three studies, color feature plays an important role in a consumer context. Study 1 indicates that consumers feel stronger contagion effects when a source is placed on an expansive color rather than a contractive one. In addition, colors also show their mobile, dynamic, and diverse features. Study 2 shows that the transfer of a product’s quality might be reduced when the source is on a heavy color and the target is on a light color, resulting in stronger contagion effects for consumers. Moreover, Study 3 finds that bright colors lead to stronger positive contagion effects, while dark colors intensify negative contagion effects. The findings of this research suggest that practitioners should not only use contagious stimuli to elicit consumers’ perceptions but they should also place products on different background colors to capture the attention of consumers.