The Halo Effect of Product Color Brightness on Food Consumption

Tuesday, April 1, 2014 ( 4:00 pm to 5:00 pm )

Location: BC 204

[email protected]

Howe School Research Colloquium

Adriana V. Madzharov, Assistant Professor

ABSTRACT:  We present an in-depth exploration of consumers’ evaluative responses to foods that vary in color brightness. We present evidence that the color brightness of food serves as an automatic evaluative cue that ultimately biases the volume of food consumed. We identify food type (hedonic vs. healthy) as a boundary condition and we find that light colored hedonic but not healthy foods are seen as healthier and tastier, and are consumed more than dark colored foods.

BIOGRAPHY:  Dr. Adriana V. Madzharov is an assistant professor of marketing at the Howe School. She earned her PhD degree in Business (Marketing) at the City University of New York. She holds an M.B.A. degree with concentration in Marketing Management from St. John’s University, New York. Dr. Madzharov's expertise is in the area of consumer behavior and particularly in sensory marketing.