DO BLACK & WHITE ADVERTISEMENTS LEAD TO DIFFERENT CHOICES THAN COLOR ONES?

Abstract

Advertisements influence individuals' thinking processes. The present study examines if manipulating construal levels impacts self-control decisions. Previous research discovered a significant effect between construal levels and self-control. It was hypothesized that participants which were manipulated to high levels of construal by viewing black & white advertisements would choose healthier food options compared to those manipulated to low levels of construal by viewing color advertisements who would choose unhealthy food options. Participants completed an online survey containing a demographic questionnaire, 13-Item Self-Control Scale, Self-Regulation of Eating Behavior Questionnaire, and food attitude scale. Participants were randomly assigned to either high levels of construal condition or low levels of construal condition to complete a task of choosing either unhealthy or healthy foods. Results showed that construal level conditions did not have a significant impact on food choices. Further research should explore the relationship between construal levels and self-control to better understand individuals' thought processes. Additional replications pertaining to color and food should be performed to determine a connection to construal level.