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.
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.
Hongjun Ye, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Rajneesh Suri, Drexel University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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