Prices in Red: When a Red Price Becomes a Stop Sign
“Sale” and “stop” are both referential meanings attached to the color red. This study shows that prices presented in red in store flyers influence consumers memory of prices and their evaluation of the deal of not just the focal product but also the products surrounding the red price.
Citation:
Hongjun Ye, Siddharth Bhatt, and Rajneesh Suri (2018) ,"Prices in Red: When a Red Price Becomes a Stop Sign", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 946-946.
Authors
Hongjun Ye, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Rajneesh Suri, Drexel University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
Featured
K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.
Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities
Featured
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA