Disadvantages of red: The color congruence effect in comparative price advertising
Kim and Jang report two studies on the lay belief that red in price advertising raises perceived value. When the discount was deep, red led to more favourable responses than white or blue in the first study and than green in the second. When the discount was unambiguously low, people who saw the coloured promotion reported lower value than those who saw the same advertisement in other colours. The authors attribute the effect to processing fluency from the match between colour and promotion content. Journal of record: Frontiers in Psychology 13, article 1019163, 2022.
Kim and Jang report two studies on the lay belief that red in price advertising raises perceived value. When the discount was deep, red led to more favourable responses than white or blue in the first study and than green in the second. When the discount was unambiguously low, people who saw the coloured promotion reported lower value than those who saw the same advertisement in other colours. The authors attribute the effect to processing fluency from the match between colour and promotion content. Journal of record: Frontiers in Psychology 13, article 1019163, 2022.
Written from the abstract, OpenAlex record, 2026-11-03; citation details from the same record.
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Kim, H., & Jang, J. M. (2022). Disadvantages of red: The color congruence effect in comparative price advertising. Frontiers in Psychology, 13, 1019163. doi:10.3389/fpsyg.2022.1019163 https://doi.org/10.3389/fpsyg.2022.1019163