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The Effect of Red-Will men be affected by red?-
Group 6 Member Takuzen Tou, Kouhei Marushima, Masahito Ota,
Hinako Tsuchiya
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OverviewOverviewArticle IntroductionHypothesesObjective of the Research (Research Questions)MethodResults( Participants, Materials, Procedures)Discussion Implication in Business
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Article Introduction
Article Title: Are Men seduced by Red? The Effect of Red Versus Black Prices on Price PerceptionAuthors: Nancy, M., Puccinelli, Rajesh,
Chandrashekaran, Dhruv Grewel &Rajneesh, Suri
Year: 2013 Journal: Journal of Retailing, v.89, pp.115-125
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HypothesisH1:Gender makes difference on price color interactionsuch 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.
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MethodsParticipants
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
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Results and Analysis
Men Women0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
RedBlack
7-po
int s
cale ↔
WRed = 3.4; WBlack = 3.1;F < 1
p < .001
2 × 2 ANOVA
MRed = 4.26; MBlack = 2.56;F (1,120) = 12.47
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Discussion
Women are not influenced by prices in red when purchasing
On other hand...
Men are influenced by prices in red when purchasing