The Effect of Similarity Between A Product's Packaging Color and the Benefit Offered on Judgments and Preferences

Studies show a product's color affects consumer behavior. Yet the basic principle that governs color effects is unclear. In this study, we fill this gap. We demonstrate that causal-reasoning considerations govern color effects. Specifically, people expect that a cause and its effect should exhibit some degree of resemblance or congruency (¡°like causes like¡±), which leads them to use the ¡°law of similarity¡± heuristic. In two studies, using various products, we focused on an irrelevant aspect of the product¡¯s color-the color of its packaging. We demonstrate that the same ad (e.g., a patch that prevents mosquito bites) was more persuasive (willingness to purchase the product-henceforth WTP, and preference) when the product¡¯s packaging color was congruent (pinkish) with the effect promised (calm skin) than when it was not (red). We strengthen the notion that leaning on a cause-effect-similarity heuristic is very basic, by showing that individual differences in thinking style have a very small effect on moderating this tendency. In line with other studies, which shows that causal-reasoning considerations (as previous knowledge and metal causal structure) govern judgment and choice on artifacts (products), the present study demonstrates that causal-reasoning considerations govern judgment and choice concerning cause-effect similarity heuristic as well.