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How Social Exclusion Affects Consumers' Color Preference.

Lu Zong¹, Shali Wu¹, Shen Duan²

¹School of Management, Kyung Hee University, Seoul, South Korea.

Frontiers in Psychology

|August 22, 2022

Summary

Social exclusion influences consumer color preference, leading to a greater liking for warm colors over cool colors. This effect is mediated by self-threat and moderated by self-construal.

Keywords:

cold color consumer preference self-construal self-threat social exclusion warm color

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Area of Science:

Psychology
Consumer Behavior
Social Psychology

Background:

Social exclusion negatively impacts individuals physiologically and psychologically.
Existing research on social exclusion's effects on consumption behavior is limited.
The influence of social exclusion on consumer color preference remains under-explored.

Purpose of the Study:

To investigate how social exclusion affects consumer color preference.
To examine the mediating role of self-threat in this relationship.
To explore the moderating effect of self-construal on the social exclusion-color preference link.

Main Methods:

Three experiments were conducted to assess the impact of social exclusion on color choice.
Experiment 1 examined basic color preferences (warm vs. cold).
Experiments 2 and 3 validated findings across product categories, explored mediation by self-threat, and investigated moderation by self-construal.

Main Results:

Social exclusion leads consumers to prefer warm colors over cold colors.
The effect of social exclusion on color preference is mediated by self-threat.
Self-construal moderates the relationship between social exclusion and color preference.

Conclusions:

Social exclusion significantly influences consumer color preference.
Self-threat and self-construal play crucial roles in mediating and moderating this influence.
Findings offer insights for businesses in product design and marketing strategies.