Titlebook: Marketing Challenges in a Turbulent Business Environment; Proceedings of the 2 Mark D. Groza,Charles B. Ragland Conference proceedings 2016

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The Influence of Product Color on Perceived Weight and Consumer Preference,preliminary experiments provide nuance to prior findings regarding the influence of color lightness on the perceived weight of objects. Four main studies subsequently provide evidence that consumers perceive a product to be more durable if its color is dark rather than light, but more convenient if

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