Monday, June 24, 2013

The Daily Stat: Prices in Red Affect Men but Not Women

  Daily Stat - Harvard Business Review

June 24, 2013

Prices in Red Affect Men but Not Women


Men who saw red discount prices for toasters and microwaves agreed more strongly that they'd save "a lot of money" than men who saw black prices (4.26 versus 2.56 on a seven-point scale), says a team led by Nancy M. Puccinelli of Oxford's Saïd Business School. But this didn't happen when the research subjects were induced to think carefully about the prices, suggesting that red's happiness-inducing effect sways men's perception of discounts only when they're not paying close attention. Women were unaffected by the prices' color, perhaps because they were already paying closer attention than the men to the discounts, the researchers say.

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


Email Facebook Twitter LinkedIn GooglePlus



PREVIOUS STATS




ADVERTISEMENT

 

No comments:

Post a Comment