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:	Link aufrufen Link aufrufen Link aufrufen Journal toc

DOI / URN:	10.3389/fpsyg.2022.1019163

Katalog-ID:	DOAJ026287099

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callnumber-first	B - Philosophy, Psychology, Religion
author	Heejin Kim
spellingShingle	Heejin Kim misc BF1-990 misc color congruency misc discount depth misc comparative price advertising misc processing fluency misc value perception misc Psychology Disadvantages of red: The color congruence effect in comparative price advertising
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topic_title	BF1-990 Disadvantages of red: The color congruence effect in comparative price advertising color congruency discount depth comparative price advertising processing fluency value perception
topic	misc BF1-990 misc color congruency misc discount depth misc comparative price advertising misc processing fluency misc value perception misc Psychology
topic_unstemmed	misc BF1-990 misc color congruency misc discount depth misc comparative price advertising misc processing fluency misc value perception misc Psychology
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title	Disadvantages of red: The color congruence effect in comparative price advertising
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title_full	Disadvantages of red: The color congruence effect in comparative price advertising
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title_sort	disadvantages of red: the color congruence effect in comparative price advertising
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title_auth	Disadvantages of red: The color congruence effect in comparative price advertising
abstract	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 advertising positively influences consumers’ perceptions of value. The findings from the two studies revealed a contrasting pattern of results depending on the depth of the discount. When the discount depth was high (consistent with consumers’ lay belief), the red color led to more favorable responses to a price promotion than other colors (white or blue in Study 1 and green in Study 2). In contrast, when the discount depth was unambiguously low, consumers who were exposed to a red colored price promotion advertisement reported a perception of a lower value compared to those who saw the same advertisement with other colors We attribute this effect to the degree of “processing fluency” that arises from the congruence between the color and promotion content. Our research adds to the existing psychology literature on color functioning by showing a match between the referential meaning of the color red (i.e., a hot deal) and consumers’ perceptions in marketing communication.
abstractGer	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 advertising positively influences consumers’ perceptions of value. The findings from the two studies revealed a contrasting pattern of results depending on the depth of the discount. When the discount depth was high (consistent with consumers’ lay belief), the red color led to more favorable responses to a price promotion than other colors (white or blue in Study 1 and green in Study 2). In contrast, when the discount depth was unambiguously low, consumers who were exposed to a red colored price promotion advertisement reported a perception of a lower value compared to those who saw the same advertisement with other colors We attribute this effect to the degree of “processing fluency” that arises from the congruence between the color and promotion content. Our research adds to the existing psychology literature on color functioning by showing a match between the referential meaning of the color red (i.e., a hot deal) and consumers’ perceptions in marketing communication.
abstract_unstemmed	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 advertising positively influences consumers’ perceptions of value. The findings from the two studies revealed a contrasting pattern of results depending on the depth of the discount. When the discount depth was high (consistent with consumers’ lay belief), the red color led to more favorable responses to a price promotion than other colors (white or blue in Study 1 and green in Study 2). In contrast, when the discount depth was unambiguously low, consumers who were exposed to a red colored price promotion advertisement reported a perception of a lower value compared to those who saw the same advertisement with other colors We attribute this effect to the degree of “processing fluency” that arises from the congruence between the color and promotion content. Our research adds to the existing psychology literature on color functioning by showing a match between the referential meaning of the color red (i.e., a hot deal) and consumers’ perceptions in marketing communication.
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title_short	Disadvantages of red: The color congruence effect in comparative price advertising
url	https://doi.org/10.3389/fpsyg.2022.1019163 https://doaj.org/article/3baa7aef603147b3aa55b585c96f06a7 https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1019163/full https://doaj.org/toc/1664-1078
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Disadvantages of red: The color congruence effect in comparative price advertising

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