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Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions
Journal article   Peer reviewed

Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions

Nancy M. Puccinelli, Rajesh Chandrashekaran, Dhruv Grewal and Rajneesh Suri
Journal of retailing, v 89(2)
Jun 2013
DOI: https://doi.org/10.1016/j.jretai.2013.01.002

Abstract

Color Consumer psychology Gender effects Pricing
[Display omitted] ► Male consumers perceived greater savings when prices were presented in red than when presented in black. ► Effect of red abated when the level of involvement in the task was high. ► Men expressed more positive emotions toward retail ads when prices were presented in red. ► Women appeared to be naturally inclined toward greater elaboration of the ad and showed greater price recall. Although the use of color in promotional ads is ubiquitous in the market, little is known about the impact of color on price perception. This research reports findings from four studies that assessed the impact of red on consumers’ perceptions of savings. These studies reveal that the effect of red versus black prices on perception of savings is moderated by gender. Male consumers perceived greater savings when prices were presented in red than when presented in black (studies 1a and 1b). The effect persists in a multi-ad context (study 2). However, this effect of red abated when the level of involvement in the task was high (study 3). Women appeared to be naturally inclined toward greater elaboration of the ad and showed greater price recall. Theoretical and practical implications are discussed.

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102 citations in Web of Science
113 citations in Scopus

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