Disadvantages of red: The color congruence effect in comparative price advertising

Based on the metaphorical association of color, the color red is often associated with a “hot deal” in a price promotion context, which has led to the popular use of red in promotions in the marketplace. In two studies, this research challenges the lay belief that the color red used in price adverti...
Ausführliche Beschreibung

Gespeichert in:
Autor*in:

Heejin Kim [verfasserIn]

Jung Min Jang [verfasserIn]

Format:

E-Artikel

Sprache:

Englisch

Erschienen:

2022

Schlagwörter:

color congruency

discount depth

comparative price advertising

processing fluency

value perception

Übergeordnetes Werk:

In: Frontiers in Psychology - Frontiers Media S.A., 2010, 13(2022)

Übergeordnetes Werk:

volume:13 ; year:2022

Links:

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Journal toc

DOI / URN:

10.3389/fpsyg.2022.1019163

Katalog-ID:

DOAJ026287099

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