The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism

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dc.contributorVirginia Techen
dc.contributor.authorBagchi, Rajeshen
dc.contributor.authorCheema, Amaren
dc.date.accessed2014-06-26en
dc.date.accessioned2014-06-27T14:45:39Zen
dc.date.available2014-06-27T14:45:39Zen
dc.date.issued2013-02en
dc.description.abstractThe 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 (vs. blue) backgrounds decrease price offers in negotiations. An investigation of the underlying process reveals that red color induces aggression through arousal. In addition, the selling mechanism-auction or negotiation-alters the effect of color by focusing individuals on primarily competing against other bidders (in auctions) or against the seller (in negotiations). Specifically, aggression is higher with red (vs. blue or gray) color and, therefore, increases bid jumps in auctions but decreases offers in negotiations.en
dc.description.sponsorshipRaichlen Dean's Fund for Academic Excellenceen
dc.identifier.citationRajesh Bagchi and Amar Cheema. "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, Vol. 39, No. 5 (February 2013), pp. 947-960. DOI: 10.1086/666466en
dc.identifier.doihttps://doi.org/10.1086/666466en
dc.identifier.issn0093-5301en
dc.identifier.urihttp://hdl.handle.net/10919/49137en
dc.identifier.urlhttp://www.jstor.org/stable/10.1086/666466en
dc.language.isoen_USen
dc.publisherUniversity of Chicago Pressen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectPerry aggression questionnaireen
dc.subjecttrait hostilityen
dc.subjectPerformanceen
dc.subjectwidowbirdsen
dc.subjectstrategiesen
dc.subjectthoughtsen
dc.subjectculturesen
dc.subjectmodelen
dc.subjectcueen
dc.subjectweben
dc.subjectbusinessen
dc.titleThe Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanismen
dc.title.serialJournal of Consumer Researchen
dc.typeArticle - Refereeden

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