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.