Color can affect judgment and decision making, and its effects may vary across cultures. Research reported in this article shows that cross-cultural color effects on risk preferences are influenced by personal associations of color-gain/loss. Our research finds a cultural reactance effect, a phenomenon in which people who hold culturally incongruent (vs. cultural mainstream) color associations show a stronger risk preference.
There are “moral meanings” that people ascribe to objects in white and black colors. We show that consumers see buying a product in white color as an act that is morally good and buying a product in black color as an act that is morally bad. Those who buy white-colored products feel licensed to behave less prosocially afterward, while those who buy black-colored products are more prosocial as they feel a need to compensate for their initial misconduct.
Marketers increasingly mold their work around the customer experience. They manufacture rich, immersive interactions, carefully crafted to resonate with consumers. A 1998 Harvard Business Review article on the ‘experience economy’ noted that “experiences are a distinct economic offering.” Quite simply, the argument runs that delightful customer experiences add value and build loyalty. And yet many companies find that objective improvements to products and services, which are central to experience, don’t translate into customers or revenue. The fact is, renovating experience is insufficient, because how we perceive an experience depends deeply on our beliefs and intuitions.
By Guy Champniss I still have vivid memories of when I was little and I started to misbehave, my mother would bend down and whisper something in my ear. Each time, it was the same thing. And each time, it stopped me dead in my tracks. ‘People are watching you’ she’d say. I’d look around [...]
