1. The Effect of Red
-Will men be affected by red?-
Group 6 Member Takuzen Tou, Kouhei Marushima, Masahito Ota,
Hinako Tsuchiya
2. Overview
ïĄ Overview
ïĄ Article Introduction
ïĄ Hypotheses
ïĄ Objective of the Research (Research Questions)
ïĄ Method
ïĄ Results( Participants, Materials, Procedures)
ïĄ Discussion
ïĄ Implication in Business
3. Article Introduction
ïĄ Article Title:
Are Men seduced by Red?
The Effect of Red Versus Black Prices on Price Perception
ïĄ Authors: Nancy, M., Puccinelli, Rajesh, Chandrashekaran,
Dhruv Grewel &Rajneesh, Suri
ïĄ Year: 2013
ïĄ Journal: Journal of Retailing, v.89, pp.115-125
4. Hypothesis
ïĄ H1:
Gender makes difference on price color interaction
such that men evaluate prices in red favorably than
those in black, while women do not.
Objective (Research Question)
Provide an initial demonstration that the color in which
price information (red vs. black) is presented
influences how the retail ad is perceived and
evaluated.
5. Methods
ïĄ Participants
126 graduate students in the USA
ïĄ Materials
ă» a booklet in which ads of appliances are showed
ă» 7-point scale (1 = âstrongly disagreeâ; 7 = âstrongly agreeâ)
ïĄ Procedures
See the booklet
â Make them assess whether they feel âThe appliances whose
prices in red sell at considerable discountâ in 7-point scale