Red Squares and Blue Circles: How Color Influences Processing of Price Information

This paper presents results from two studies that systematically investigate the role of color in price advertisements. Specifically, Study 1 examines how price color and the color of background influence consumers’ perceptions of offer value and associated purchase intentions. Results confirm that such effects are mediated by the emotional responses that are induced by the color of the background. The second study, Study 2, explores how the shape of the background interacts with color to influence consumers’ evaluations of advertised offers. Both studies yield results that have important implications for theory as well as for practice.


Rajesh Chandrashekaran, Rajneesh Suri, Dhruv Grewal, and Nancy Upton (2009) ,"Red Squares and Blue Circles: How Color Influences Processing of Price Information", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 372-373.


Rajesh Chandrashekaran, Fairleigh Dickinson University, USA
Rajneesh Suri, Drexel University, USA
Dhruv Grewal, Babson College, USA
Nancy Upton, Northeastern University


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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