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
Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing
Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand
Featured
Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness
Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA
Featured
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA