Although consumers often value minimalist aesthetics, little work has examined why and
when simple packaging designs of consumable products enhance consumer outcomes. The …

Since the beginning of the 21st century, there has been a surge in interest in color research
(and in sensory marketing in general). In addition to discussing emerging color research …

Previous research has emphasized the importance of product packaging to consumers'
attitudes and purchase intentions, but empirical studies that explore the specific …

Color saturation—the color's purity and intensity (also known as vividness)—is a visual
feature that has been under‐investigated in the context of green marketing. To advance …

Purpose This paper aims to theorize and investigate the use of effective color features in
artificial intelligence (AI) influencers, an emerging marketing trend in the social media …

As human beings, we are continuously exposed to stimuli that modulate our psychological
functioning and behavior, presumably through the influence exerted on our emotions. In …

While the importance of electronic Word-of-Mouth (eWOM) for Business-to-Business (B2B)
firms is increasing, the use of B2B firm-generated content for driving positive eWOM is less …

The impact of color psychology on behavior has been clearly demonstrated for tangible
products and advertising. However, the use of colors in combination has had little attention …

What determines an individual's preference for high‐or low‐intensity visual stimuli? This
research designed four studies, including one incentive‐compatible study, to explore a …

This study examines the impact of brand logo colorfulness on consumer judgments toward a
brand and its products. Four experiments demonstrate that the colorfulness of a brand logo …