Seeing Red


Color works wonders on your mind, and on your wallet. The display color of a price tag and the common associations consumers have with colors, particularly the color red, influence how a consumer perceives the expense of an object. According to Puccinelli et al. (2013), men are most susceptible to the allure of a red price tag, tending to believe that they save more money when selecting items with a red price tag versus items with a black price tag.  


A retailer selling men's shoes who stickers the cost in bright red lettering is more likely to sell those shoes than one who stickers the cost in bold black lettering.


When evaluating the best deal among different products, compare them without paying attention to their tagged price at first. Decide their value and worth to you as the consumer before examining the price, which will allow you to remain objective when you uncover those price tags.

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