Browsing Faculty Works, Department of Marketing by Subject "cultures"
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The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism (University of Chicago Press, 2013-02)The authors investigate the effect of red backgrounds on willingness-to-pay in auctions and negotiations. Data from eBay auctions and the lab show that a red (vs. blue) background elicits higher bid jumps. By contrast, red ...