Here we argue that several—so far mostly unrelated—biases (e.g., bias blind spot, hostile media bias, egocentric/ethnocentric bias, outcome bias) can be traced back to the combination of a fundamental prior belief and humans’ tendency toward belief-consistent information processing. What varies between different biases is essentially the specific belief that guides information processing. More importantly, we propose that different biases even share the same underlying belief and differ only in the specific outcome of information processing that is assessed (i.e., the dependent variable), thus tapping into different manifestations of the same latent information processing.

Our research disentangles the direct and indirect impact (via consumers' perceptions of materials' naturalness, product authenticity, and product durability) of low-saturation colors on the perceived eco-friendliness of consumer products. Furthermore, the results reveal that, by fostering perceptions of eco-friendliness and green trust, such colors favorably influence consumers' behavioral intentions (i.e., their purchase intention and intention to pay a premium price for the product). Ultimately, the paper provides useful insights for companies and marketers interested in leveraging the meaning of color saturation to elicit perceptions of environmental compatibility.