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Food packaging and the color red: How negative cognitive associations influence feelings of guilt

Author

Listed:
  • Renaud Lunardo

    (Kedge Business School [Talence])

  • Camille Saintives

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

Abstract

The color red widely appears on food packages. However, understanding of the effects of this color on consumers in the context of food packages remains limited. In particular, the literature stresses the need for a better grasp of the underlying mechanisms that explain the effects of this color when used on food packages. Building on the psychological literature on colors and emotions, this research argues that because the color red carries negative meanings related to transgression, it may prompt consumers to feel some guilt about their consumption. Three studies demonstrate the indirect effect of the color red (versus green or blue) on guilt and eventually on choice through the mediating role of negative cognitive associations. The results also highlight the moderating role of perception of the food product as unhealthy, with the color red leading to stronger negative associations and guilt for unhealthy (vs. healthy) products.

Suggested Citation

  • Renaud Lunardo & Camille Saintives & Damien Chaney, 2021. "Food packaging and the color red: How negative cognitive associations influence feelings of guilt," Post-Print hal-04455590, HAL.
    • Handle: RePEc:hal:journl:hal-04455590
    DOI: 10.1016/j.jbusres.2021.05.052
    as

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