Effect of Product Color Lightness on Hedonic Food Consumption: The Regulatory Role of Hedonic and Extrinsic Value
Abstract
Food colorants mean to evoke positive feelings about the product on
consumers and to increase the pleasure of consumption. Much of the research
on packaging and food coloring has been carried out on the effects of certain
hues and color categories. The neglected subject of product color lightness
and saturation necessitated this research. In the study conducted on hedonic
foods, which is the product group in which food colorants are most used, the
effect of product color lightness on hedonic consumption, extrinsic value
behavior, which is characterized as the tendency to consume snacks, and the
regulatory role of hedonic value perception factors, which are defined as the
hedonic benefit provided to consumers were examined.
Source
Alanya Akademik BakışVolume
6Issue
2URI
https://dergipark.org.tr/tr/download/article-file/2362257https://hdl.handle.net/20.500.12868/1885