Are Men Seduced by Red? The Effect of Color on Price Perception

Puccinelli, Nancy, Chandrashekaran, Rajesh, Grewal, Dhruv and Rajneesh, Suri (2012) Are Men Seduced by Red? The Effect of Color on Price Perception. In: European Marketing Association Conference (EMAC), May 2012, Lisbon, Portugal.

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Although the use of color in promotional ads is ubiquitous in the market, little is known about the impact of color on price perception. This research reports findings from four studies that assessed the impact of red on consumers’ perceptions of savings. These studies reveal that the effect of red versus black prices on perception of savings is moderated by gender. Male consumers perceived greater savings when prices were presented in red than when presented in black (studies 1a and 1b). The effect persists in a multi-ad context (study 2). However, this effect of red abated when the level of involvement in the task was high (study 3). Women appeared to be naturally inclined toward greater elaboration of the ad and showed greater price recall. Theoretical and practical implications are discussed.

Item Type: Conference or Workshop Item (Paper)
Keywords: Pricing; Consumer psychology; Color; Gender effects
Subject(s): Retail
Centre: Oxford Institute of Retail Management
Date Deposited: 18 Mar 2013 10:38
Last Modified: 23 Oct 2015 14:08

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