The Effect of Prices in Red on Mental Simulation

抄録

The way a product is visually depicted facilitates more/less mental simulation. The imagination difficulty/ease of use of the product impacts on product evaluations such as purchase intentions. Although male consumers perceived greater savings (positive effect) when prices were presented in red, little is known about the impact of price color on mental simulation. This study discusses the effect of prices in red and the effect of visual depiction on mental simulation and product evaluation. This research revealed that there was a discouraging effect of prices in red on mental simulation by right-handed women and their evaluations when the visual stimuli was a mismatch between the product orientation and their dominant hand (e.g., showing a picture of a kettle with the handle on the left).