Look, Something Shiny! Color Images Influence Consumers

Sunday, March 15, 2015 - 09:40 in Biology & Nature

When it comes to buying things, our brains can't see the big, black-and-white forest for all the tiny, colorful trees, according to marketing scholars at The Ohio State University, who say that people who were shown product images in color were more likely to focus on small product details--even superfluous ones--instead of practical concerns such as cost and functionality. The findings in the Journal of Consumer Research mesh well with science, they believe, namely in how vision evolved in the brain, and suggest that viewing objects in black and white helps our brains focus on what's most important. The researchers recruited people through Amazon Mechanical Turk, a service that provides online study participants for fee, so caveat emptor on the results. read more

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