This document summarizes research into the effect of color, specifically red versus black, on price perception between men and women. The study hypothesized that men would evaluate prices in red more favorably than those in black, while women would not be influenced by color. It conducted a study using 126 graduate students who viewed appliance ads with prices in either red or black. The results showed that men rated red prices as indicating a better discount than black prices, while there was no significant difference for women. This supported the hypothesis that gender influences the interaction between price color.

1. The Effect of Red
-Will men be affected by red?-
Group 6 Member Takuzen Tou, Kouhei Marushima, Masahito Ota,
Hinako Tsuchiya

2. Overview
 Overview
 Article Introduction
 Hypotheses
 Objective of the Research (Research Questions)
 Method
 Results( Participants, Materials, Procedures)
 Discussion
 Implication in Business

3. Article Introduction
 Article Title:
Are Men seduced by Red?
The Effect of Red Versus Black Prices on Price Perception
 Authors: Nancy, M., Puccinelli, Rajesh, Chandrashekaran,
Dhruv Grewel &Rajneesh, Suri
 Year: 2013
 Journal: Journal of Retailing, v.89, pp.115-125

4. Hypothesis
 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
 Participants
126 graduate students in the USA
 Materials
・ a booklet in which ads of appliances are showed
・ 7-point scale (1 = “strongly disagree”; 7 = “strongly agree”)
 Procedures
See the booklet
→ Make them assess whether they feel “The appliances whose
prices in red sell at considerable discount” in 7-point scale

6. Results and Analysis
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Men Women
Red
Black
7-pointscale
↔
WRed = 3.4; WBlack = 3.1;
F < 1
p < .001
2 × 2 ANOVA
MRed = 4.26; MBlack = 2.56;
F (1,120) = 12.47

7. Discussion
 Women are not influenced by prices in red when purchasing
On other hand...
 Men are influenced by prices in red when purchasing