The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism

Bagchi, Rajesh; Cheema, Amar

doi:10.1086/666466

Cited by 180 publications

(132 citation statements)

References 46 publications

(75 reference statements)

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“…Studies on the effects of color on physiological data have also shown that red is more likely to cause arousal than green (Wilson, 1966), and blue calms people more than red (Jacobs and Hustmyer, 1974;Gorn et al, 2004). In addition, in a recent study, the willingness to pay in auctions and negotiations demonstrated the effects of red and blue, with the two mediators being arousal and aggression (Bagchi and Cheema, 2013). Thus, we proposed that red and blue also affect donation behavior.…”

Section: Introductionmentioning

confidence: 70%

Nudging Altruism by Color: Blue or Red?

Nie

Lin

et al. 2020

Front. Psychol.

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Altruism can be spontaneously aroused by environmental factors. However, the mechanism behind these factors is subject to debate. We carried out a study of laboratory experiment using computer-based Mouselab method to determine the mechanism. We found that different colors altered the altruistic behaviors of people. Specifically, blue enhanced altruism, whereas red discouraged altruism. We used a process-tracing technique to monitor the selection of an adaptive strategy and demonstrate that different colors can simulate changes in information acquisition and then lead to the corresponding behaviors. The results suggested that the decision heuristic plays a mediating role in the link between colors and individual altruistic behaviors.

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Section: Introductionmentioning

confidence: 70%

Nudging Altruism by Color: Blue or Red?

Nie

Lin

et al. 2020

Front. Psychol.

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“…In life, colors are everywhere [5]. The color of the object's surface, the clothes we wear and the environment we are in, and so on, we can say that the most we face every day is these colorful colors.…”

Section: Background Colormentioning

confidence: 99%

“…In fact, color, as a basic perceptual element in life, has become an essential part of our daily life [5] and plays an increasingly important role in marketing. The previous article also suggested that red is often associated with information such as danger, warning and so on, which will arouse the avoidance motivation of the subjects, and in the red background, the subjects often show a conservative and vigilant cognitive style, and try to avoid the wrong decision.…”

Section: Mediating Role Of Cognitive Diagnosticsmentioning

confidence: 99%

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Red or Blue? The Influence of Background Color on Promotion Value Perception

Yu¹,

Zhou²

2018

AJIBM

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Promotions are commonly used marketing tools for enterprises; the effectiveness of promotional posters is related to the success or failure of promotional activities. This paper embarks from two major elements of poster-promotional information and background color, and studies the effects of different promotional frames and background colors on the perceived value of consumer activity. This study divides the promotional framework into positive promotional framework and negative promotion framework. Through two experiments, the paper discusses how the matching of promotional frame and background color affects consumers' value perception of promotional activities, and studies the mediating effect of perceptual diagnosis on the relationship, and the moderating effect of individual control sense on the relationship. The conclusion of the experiment is that the match between the promotional frame and the background color has an interactive effect on the value perception of the promotional activities. The experiment second verifies the existence of this interaction effect and verifies the mediating effect of perceptual diagnostics.

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“…Responses to color have biological or evolutionary bases (e.g., Elliot and Niesta 2008) that suggest physiological mechanisms for their effects. Specifically, warm colors have been identified as more likely to generate both attention and physiological arousal (Bagchi and Cheema 2013;Birren 1978;Magee 2012;Moore, Stammerjohan, and Coulter 2005;Schaie and Heiss 1964). At the same time, cool colors have been found to evoke more feelings of relaxation and pleasure than warm colors (Guilford and Smith 1959;Jacobs and Suess 1975) and a reduction in arousal (Bellizzi, Crowley, and Hasty 1983;Crowley 1993;Walters, Apter, and Svebak 1982).…”

Section: Conceptual Developmentmentioning

confidence: 99%