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
Attentional Breadth Affects In-store Exploration and Unplanned Purchasing
Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen
Featured
Brand’s Moral Character Predominates in Brand Perception and Evaluation
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada
Featured
Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages
Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University