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Contextual effects of color on food choices: Red ambient color induces indulgence

Courtney Szocs¹; Annika Abell²; Ruta Ruzeviciute²; Yeseul Kim³; Dipayan Biswas⁴

¹ Pennsylvania State University University Park Pennsylvania USA · ² University of Tennessee Knoxville Tennessee USA · ³ University of Sussex Brighton UK · ⁴ University of South Florida Tampa Florida USA

Abstract 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.

DOI

10.1002/jcpy.1445

Volume

35 (4)

Pages

602-616

Language

en

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BibTeX

Sources

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