The study, published in the Journal of Retailing, involved three experiments with around 400 people who looked at price labels and advertisements, rating them for the amount of money they would save. Previous research has demonstrated that subtle changes in the presentation of price influences price perception, but this was the first study to take a look at how a price in red impacts perceived savings. Skimming through the Sunday newspapers and noticing the use of color by some retailers is what led Suri and the team to conduct studies on the effects of the color red in presenting prices. Simply put, women saw through the marketing ploy more often than men. In fact, they were more likely to recall the original price of the item. They found that male consumers perceived greater savings when prices were presented in the color red than when they were presented in black, whereas women consumers weren’t as affected by the red prices. Rajneesh Suri, an associate professor of marketing in Drexel University’s LeBow College of Business, analyzed the effect these red price tags have on men and women. But who is more susceptible to this color when making purchasing decisions – men or women?Ī recent study by four business professors including Dr. When walking into a department store on a sale day, the abundance of red sale and clearance signs can make it challenging to resist buying fashion favorites, household items or other must-haves.
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