The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood

Retailers like to use different colors to present the sale price and original price when they are presenting a promotion price. How does the inconsistent color presentation of the prices influence consumers’ purchase likelihood? The extant research does not consider this question. This article will...

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Detalles Bibliográficos
Autores principales: Liang, Shichang, Dong, Xuebing, Yan, Yanling, Chang, Yaping
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8005512/
https://www.ncbi.nlm.nih.gov/pubmed/33790827
http://dx.doi.org/10.3389/fpsyg.2021.603754

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8005512/
https://www.ncbi.nlm.nih.gov/pubmed/33790827
http://dx.doi.org/10.3389/fpsyg.2021.603754

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