Join School of Business faculty, staff, and students for an interesting dive into some recent research by Professor Atefeh Yazdanparast Ardestani, associate professor in the School of Business.
Title: Color Saturation and Anticipated Sensory Intensity: An Account of Psychological Proximity
Abstract: Color saturation is an important and relevant attribute in products and packaging. However, the role of color saturation in relation to sensory attributes beyond the visual sense remains under-investigated. To partially address this broader gap, the present investigation aims to document the effect of color saturation on the anticipated intensity of attributes related to other senses (smell, taste, touch, and sound). Four studies collectively find that higher saturation in products and packaging results in heightened anticipated sensory intensity and support that psychological proximity is the underlying mechanism of this effect. This effect is tested across different product categories (i.e., soap, microfiber towels, a music album, and cookies) using both the coloring of the product and its packaging with the effect found across different senses (i.e., scent, touch, sound, taste, smell, and texture). Further, arousal and processing fluency are ruled out as alternative explanations.
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Meeting ID: 923 2657 7294 — Passcode: 539642
