TY - JOUR
T1 - Are men seduced by red? The effect of red versus black prices on price perceptions
AU - Puccinelli, Nancy M.
AU - Chandrashekaran, Rajesh
AU - Grewal, Dhruv
AU - Suri, Rajneesh
PY - 2013/6
Y1 - 2013/6
N2 - 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.
AB - 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.
KW - Color
KW - Consumer psychology
KW - Gender effects
KW - Pricing
UR - http://www.scopus.com/inward/record.url?scp=84876713238&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1016/j.jretai.2013.01.002
U2 - 10.1016/j.jretai.2013.01.002
DO - 10.1016/j.jretai.2013.01.002
M3 - Article
AN - SCOPUS:84876713238
SN - 0022-4359
VL - 89
SP - 115
EP - 125
JO - Journal of Retailing
JF - Journal of Retailing
IS - 2
ER -