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

Puccinelli, Nancy; Chandrashekaran, Rajesh; Grewal, Dhruv; Suri, Rajneesh

doi:10.1016/j.jretai.2013.01.002

Cited by 115 publications

(98 citation statements)

References 51 publications

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“…Male participants perceive prices in red type as more attractive than prices in black type; by contrast, there is no effect of price color on females (Puccinelli, Chandrashekaran, Grewal, & Suri, 2013). Furthermore, across subjects, for large prices (i.e., above $1000), eliminating cents reduces the perceived magnitude of prices-consumers seem to assume a relationship between syllabic length and numerical magnitude (Coulter, Choi, & Monroe, 2012).…”

Section: Color Cents and Font Sizementioning

confidence: 90%

“…Presenting the lower sale price in small type increases purchase likelihood. Puccinelli et al (2013), Coulter et al (2012), Coulter and Coulter (2005) Perceptions of price magnitude; purchase intentions -Denominator neglect Customers underestimate likelihoods when probabilistic events are expressed in percentage terms rather than in absolute terms.…”

Section: Mckechnie Et Al (2012) Purchase Intentions -mentioning

confidence: 99%

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Violations of rational choice principles in pricing decisions

Hinterhuber¹

2015

Industrial Marketing Management

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Section: Color Cents and Font Sizementioning

confidence: 90%

Section: Mckechnie Et Al (2012) Purchase Intentions -mentioning

confidence: 99%

Violations of rational choice principles in pricing decisions

Hinterhuber¹

2015

Industrial Marketing Management

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“…There is evidence that different colors trigger different human emotions (Hemphill, 1996;Boyatzis and Varghese, 1994;Cimbalo et al, 1978). This has been extensively exploited in marketing science where researchers have found the relation between the color of products and consumer behavior (Labrecque and Milne, 2012;Puccinelli et al, 2013;Deng et al, 2010). The visual sense is the strongest sense developed in humans.…”

Section: Introductionmentioning

confidence: 99%

The Impact of Color Palettes on the Prices of Paintings

Степанова

2015

SSRN Journal

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Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in 2017/25 October 2017 ISSN(ONLINE) 2284-0400The impact of color palettes on the prices of paintings Elena StepanovaSant'Anna School of Advanced Studies, Pisa * Keywords: art markets, hedonic pricing, Picasso, Rothko, visual data, color, color quantizing. JEL Classification: Z11, C810 AbstractWe emphasize that color composition is an important characteristic of a painting. It impacts the auction price of a painting but it has never been considered in previous studies on art markets. By using Picasso's paintings and paintings of Color Field Abstract Expressionists sold in Chrisite's and Sotheby's auctions in New York between 1998 and 2016, we demonstrate the method to analyze color compositions: how to extract color palettes from a painting image and how to measure color characteristics. We propose two measures: 1) the surface occupied by specific colors, 2) color diversity of a painting composition. Controlling for all conventional painting and sale characteristics, our empirical results find significant evidence of contrastive paintings, i.e. paintings with high diversity of colors, carrying a premium than equivalent artworks which are performed in monochromatic style. In the case of Picasso's paintings, our econometric analysis shows that some colors are associated with high prices.

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“…Color is an aesthetic stimulus widely used in marketing (i.e., advertisement, logo, brand personality, package, and atmospherics) to grab consumers' attention, enhance purchase intention, and increase perceived service quality (Labrecque et al 2013;Puccinelli et al 2013). Color can convey both embodied meaning (discussed in Sect.…”

Section: Color and Cognitive Reactionsmentioning

confidence: 99%

The impact of the package opening process on product returns

Zhou

Hinz

Benlian

2017

Bus Res

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High product return rates are an increasingly pressing challenge for many e-retailers around the world. To address this problem, this paper offers a new perspective by focusing on the critical moment of the package-opening process. Going beyond previous research, which has primarily focused on website information and the product itself, we examine the effects of the outside appearance (i.e., the color of the delivery package) and contents of the delivery package (i.e., extra gifts, coupons, and preprinted return labels) on consumer return behavior. Our findings across two experimental studies and an observational field study show that a well-considered package design, including colorful packaging and extra gifts, significantly lowers consumers' return intentions and actual returns. We also explore the process of consumers' cognitive-affective reactions after opening a delivery package. During this two-stage reaction process, pleasure plays a crucial role in the consumer's return choice.

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

Cited by 115 publications

References 51 publications

Violations of rational choice principles in pricing decisions

Violations of rational choice principles in pricing decisions

The Impact of Color Palettes on the Prices of Paintings

The impact of the package opening process on product returns

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