June 24, 2013
Men who saw red discount prices for toasters and microwaves
agreed more strongly that they'd save "a lot of money" than men who
saw black prices (4.26 versus 2.56 on a seven-point scale), says a team led by
Nancy M. Puccinelli of Oxford's Saïd Business School. But this didn't happen
when the research subjects were induced to think carefully about the prices,
suggesting that red's happiness-inducing effect sways men's perception of
discounts only when they're not paying close attention. Women were unaffected
by the prices' color, perhaps because they were already paying closer attention
than the men to the discounts, the researchers say.
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