Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions
Puccinelli, Chandrashekaran, Grewal and Suri examine how red versus black prices affect perceived savings in four studies. Men perceived greater savings with red prices, and the effect weakened when task involvement was high. Journal of record: Journal of Retailing 89(2), 2013.
Puccinelli, Chandrashekaran, Grewal and Suri examine how red versus black prices affect perceived savings in four studies. Men perceived greater savings with red prices, and the effect weakened when task involvement was high. Journal of record: Journal of Retailing 89(2), 2013.
Written from the summary of the authors' four-study working paper of the same title, OpenAlex record, 2026-11-03; citation details from Crossref, 2026-11-03; the published abstract was not available.
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Puccinelli, N. M., Chandrashekaran, R., Grewal, D., & Suri, R. (2013). Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions. Journal of Retailing, 89(2). doi:10.1016/j.jretai.2013.01.002 https://doi.org/10.1016/j.jretai.2013.01.002