Dull and Deadly: The Influence of Black‐and‐White vs. Color End‐Of‐Life Ads on Death Anxiety DOI
Seth Ketron, Xiaojing Sheng, Yuri Martirosyan

и другие.

Journal of Consumer Behaviour, Год журнала: 2025, Номер unknown

Опубликована: Май 29, 2025

ABSTRACT End‐of‐life (EOL) preplanning is an important and inevitable aspect of consumption, yet many consumers are still resistant to the activity. This resistance tends come from death anxiety, aversive feeling that associated with thinking about death‐related products. Thus, this research seeks document a novel mechanism whereby anxiety can be reduced: color saturation. Even though EOL ads shown in black white (BW), presumably as means signal sincerity gravity, we argue perspective color‐in‐context theory BW actually has negative connotation domain due its symbolic associations macabre. Across three experimental studies, find (vs. color) increase which thereby reduces attitudes toward those ads. Meanwhile, yield more positive lower anxiety. These findings have implications for context well marketers industry.

Язык: Английский

Dull and Deadly: The Influence of Black‐and‐White vs. Color End‐Of‐Life Ads on Death Anxiety DOI
Seth Ketron, Xiaojing Sheng, Yuri Martirosyan

и другие.

Journal of Consumer Behaviour, Год журнала: 2025, Номер unknown

Опубликована: Май 29, 2025

ABSTRACT End‐of‐life (EOL) preplanning is an important and inevitable aspect of consumption, yet many consumers are still resistant to the activity. This resistance tends come from death anxiety, aversive feeling that associated with thinking about death‐related products. Thus, this research seeks document a novel mechanism whereby anxiety can be reduced: color saturation. Even though EOL ads shown in black white (BW), presumably as means signal sincerity gravity, we argue perspective color‐in‐context theory BW actually has negative connotation domain due its symbolic associations macabre. Across three experimental studies, find (vs. color) increase which thereby reduces attitudes toward those ads. Meanwhile, yield more positive lower anxiety. These findings have implications for context well marketers industry.

Язык: Английский

Процитировано

0