Pricing and the Power of Red

Idea posted: August 2013

Institutions: Babson College    Drexel University LeBow College of Business    Fairleigh Dickinson University Silberman College of Business    Saïd Business School, University of Oxford   

Authors:

The colour red has long been associated with pleasure, and its effects have long been the subject of research. Studies have suggested that it serves as a ‘heuristic cue’ or…

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