The Psychology of Color in Promotion Design: a Regulatory Fit Perspective

He Jia, Nanjing University, China
The author proposes when the poster of a free offer (versus a monetary discount) is colored with blue (versus red), processing fluency can be increased and therefore enhance consumers' evaluation of the promotion. Furthermore, price level moderates the effect of promotion type and color on consumers' evaluation of the promotion.
[ to cite ]:
He Jia (2011) ,"The Psychology of Color in Promotion Design: a Regulatory Fit Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.