The Darker, the More Effective?

The Effect of Package Color on Consumer Judgment of Product Efficacy

时间：5月12日10:30

地点：承泽园333教室

主讲人：郑晓莹

Abstract：

Consumers purchase products often to solve specific problems. For example, consumers who suffer from hair loss buy anti-hair loss shampoo to prevent hair loss; patients with headaches purchase painkillers to relieve pains; sleepy students buy functional drinks to replenish energy. Prior research suggests that consumer judgment of product efficacy is malleable and relies on external cues that are unrelated to product functions. This research documents a consumer misbelief of “darker = more effective” such that consumers judge “efficacious” products with dark-colored (vs. light-colored) package as more effective. This is because consumers infer that products in dark-colored package have a higher concentration of active ingredients. Theoretical contributions and practical implications are discussed.

个人简介：

郑晓莹，中山大学商学院“百人计划”引进副教授、博士生导师。在北京大学光华管理学院获得管理学博士学位，亦是耶鲁大学管理学院联合培养博士生。她的研究兴趣主要集中在消费者行为、社会心理学和决策研究的交叉领域。担任《心理学报》编委，在International Journal of Research in Marketing, Journal of Retailing, Journal of Business Research, European Journal of Marketing,《南开管理评论》、《管理评论》、《营销科学学报》、《心理学报》等国内外期刊发表论文20余篇，结题1项国家自然科学基金青年项目（后评估“特优”），在研1项国家自然科学基金面上项目，获天津市社会科学优秀成果二等奖、全国百篇优秀管理案例、天津市131创新型人才培养工程等奖励。