Colours and price offers: How different price communications can affect sales and customers’ perceptions

Benedetta Grandi and Maria Grazia Cardinali

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: It has been studied that colours are important pieces of information in everyday life and that they ‘boost memory, engage participation, attract attention, convey messages, and create feeling’. Despite the awareness of the importance of colours also for marketers, academic research is not abundant and there is a lack of studies that link colours to the management of the marketing mix. The present work tries to understand how colours may affect price perceptions and how the effectiveness of different price mechanisms may vary using different colours in the FMCG market.

Keywords: Colours; Instore marketing; Price; Special display (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001667

DOI: 10.1016/j.jretconser.2022.103073

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