open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
While there are various ways in presenting prices to consumers, change of price color is another way of price presentation. In marketing academia, researches on the effect of color in advertising context, or store color effect on intention to visit have been made. Also, the effect of background color on waiting time while downloading a website can be an example of recent research of color effect on consumer behavior. Despite this trend, there were very few researches investigating the effect of color on price presentation context. Therefore, this research investigates the effect of price color on consumer responses (price perception) which accommodates the moderating role of regulatory focus, and its psychological mechanism. Specifically, we performed two studies to test our hypothesis. In the first study with portable data storage device (USB), we presented red price and blue price to respondents. As a result, we found that promotion focused consumers perceived the price more positively for red price condition than for blue price condition. But prevention focus didn't reveal significant difference between red price and blue price condition. In the second study with wireless keyboard, we found a consistent result of the interaction effect of price color and regulatory focus. Also, we found a mediating role of perceived fit between the interaction of price color and regulatory focus on price perception. This research connects the effect of color with price presentation and has theoretical implication for being the first study to apply the moderating role of regulatory focus. Also, this research gives practical implications for providing specific practice of price presentation.
구지은 (2016). 색이 비선택 옵션 선호에 미치는 영향. 마케팅연구, 31(1), 109-122.
김경미, 류강석 (2008). 소비자의 조절초점과 팽창가격 할인광고의 효과. 마케팅연구, 23(4), 197-217.
김경진, 김경민, 양 봉 (2010). 광고소구와 소비자의 무드에 따른 조절적합 효과에 관한 연구. 대한경영학회지, 23(2), 1005- 1025.
김영조 (2011). 색상이 제품태도에 미치는 영향: 메시지유형의 조절효과. 소비자학연구, 22(4), 163-176.
김영조 (2014). 광고모델이 제품평가에 미치는 영향: 색상의 역할. 마케팅관리연구, 19(1), 65-75.
박기경 (2015). 지각 수월성이 가격할인에 대한 소비자 반응에 미치는 영향. 고려대학교 대학원 박사학위논문.
박영수 (2011). 색채의 상징, 색채의 심리. 경기: 살림출판사.
반홍우, 최종명 (2012). 한국과 중국 대학생의 빨간색 셔츠에 대한 시각적 감성 비교. 감성과학, 15(1), 57-64.
오성주 (2014). 빨강-초록 조합에 대한 전경-배경 조직화에서 성차. 인지과학, 25(2), 73-90.
오현숙 (2010). 색채심리와 미술치료. 제 90회 미술치료연수회 자료집, 95-128. 한국미술치료학회
유창조, 현소은 (2011). 할인크기와 조절초점에 따른 팽창가격할인 효과에 관한 비교분석. 소비자학연구, 22(2), 253-275.
윤혜림 (2008). 색채지각론과 체계론. 서울: 국제.
장정민, 이진화 (2014). 가격할인의 추가 정보 유형 (언어 vs. 비언어)이 소비자 인식에 미치는 영향. 마케팅연구, 29(5), 101-117.
진정식 (2006). 애니메이션에 적용된 색채의 심리적 의미 전달. 한국콘텐츠학회논문지. 6(11), 145-153.
황상민, 권보미 (2005). 색채 감성 이미지 척도(PCIS)를 통하여 살펴 본 인간의 색채 감성 연구. 한국색채학회지, 19(1), 13-25..
Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1-10.
Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and Shopping intentions: the intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-551.
Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(1), 947-960.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173-1182.
Bellizi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21-45.
Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
Chakravarti, D., Krish, R., Paul, P., & Srivastava, J. (2002). Partitioned presentation of multicomponent bundle prices: evaluation, choice and underlying processing effects. Journal of Consumer Psychology, 12(3), 215-229.
Chernev, A. (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1), 141-150.
Coulter, K. S., & Norberg, P. A. (2009). The effects of physical distance between regular and sale prices on numerical difference perceptions. Journal of Consumer Psychology, 19(2), 144-157.
Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: promotion and prevention in decision-making. Organizational Behavior and Human Decision Processes, 69(2), 117-132.
Crowley, A. E. (1993). The two-dimensional impact of color on shopping. Marketing Letters, 4, 59-69.
Della Bitta, A. J., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18(4), 418-427.
Elliot, A. J., Maier, M. A., Moller, A. C., Friedman, R., & Meinhardt, J. (2007). Color and psychological functioning: The effect of red on performance attainment. Journal of Experimental Psychology: General, 136(1), 154- 168.
Fellner, B., Holler, M., Kirchler, E., & Schabmann, A. (2007). Regulatory focus scale (RFS): Development of a scale to record dispositional regulatory focus. Swiss Journal of Psychology, 66(2), 109-116.
Gerard, R. M. (1957). Differential effects of colored lights on psychological functions. Unpublished doctoral dissertation, University of California, Los Angeles.
Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of color as an executional cue in advertising: They’re in the shade. Management Science, 43(10), 1387-1400.
Gorn, G. J., Chattopadhyay, A., Sengupta, J., & Tripathi, S. (2004). Waiting for the web: How screen color affects time perception. Journal of Marketing Research, 41(2), 215-225.
Hanss, D., Bohm, G., & Pfister, H. (2012). Active red sports car and relaxed purple-blue van: Affective qualities predict color appropriateness for car types. Journal of Consumer Behavior, 11(5), 368-380.
Haws, K. L., Dholakia, U. M., & Bearden, W. O. (2010). An assessment of chronic regulatory focus measures. Journal of Marketing Research, 47(5), 967-982.
Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300.
Higgins, E. T. (1998). Promotion and prevention: Regulatory focus as a motivation principle. Advances in Experimental Social Psychology, 30, 1-46.
Higgins, E. T., Idson, L. C., Freitas, A. L., Spiegel, S., & Molden, D. C. (2003). Transfer of value from fit. Journal of personality and social psychology, 84(6), 1140.
Higgins, E. T., Shah, J., & Friedman, R. (1997), “Emotional responses to goal attainment: Strength of regulatory focus as moderator,” Journal of Personality and Social Psychology, 72(3), 515-525.
Hill, R. A., & Barton, R. A. (2005). Red enhances human performance in contests. Nature, 435, 293.
Holmes, C. B., & Buchanan, J. A. (1984). Color preference as a function of the object described. Bulletin of the Psychonomic Society, 22(5), 423-425.
Idson, L. C., Liberman, N., & Higgins, E. T. (2004). Imagining how you’d feel: The role of motivational experiences from regulatory fit. Personality and Social Psychology Bulletin, 30(7), 926-937.
Jacobs, L., Keown, C., Worthley, R., & Ghymn, K. (1991). Cross-cultural color comparisons: Global marketers beware!. International Marketing Review, 8(3), 21-30.
Kaya, N., & Epps, H. H. (2004). Relationship between color and emotion: A study of college students. College student journal, 38(3), 396.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
Lee, A. Y., & Aaker, J. L. (2004). Bringing the frame into focus: the influence of regulatory fit on processing fluency and persuasion. Journal of Personality and Social Psychology, 86(2), 205-218.
Lee, A. Y., Keller, P. A., & Sternthal, B. (2010). Value from regulatory construal fit: The persuasive impact of fit between consumer goals and message concreteness. Journal of Consumer Research, 36(5), 735-747.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234-245.
Mehta, R., & Zhu, R. (2009). Blue or red? Exploring the effect of color on cognitive task performances. Science, 323(5918), 1226-1229.
Meyers-Levy, J., & Peracchio, L. A. (1995). Understanding the effects of color: How the correspondence between available and required resources affects attitudes. Journal of Consumer Research, 22(2), 121-138.
Morwitz, V., Greenleaf, E. A., & Johnson, E. J. (1998). Divide and prosper: consumers’ reactions to partitioned prices. Journal of Marketing Research, 35(4), 453-463.
Murray, D. C., & Deabler, H. L. (1957). Colors and mood-tones. Journal of Applied Psychology, 41(5), 179-283.
Nakashian, J. S. (1964). The effects of red and green surroundings on behavior. Journal of General Psychology, 70(1), 143-161.
Neslin, S. A., Henderson, C., & Quelch, J. (1985). Consumer promotion and the acceleration of product purchases. Marketing Science, 4(1), 147-165.
Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning. Urbana: University of lllinois Press.
Puccinelli, N. M., Chandrashekaran, R., Grewal, D., & Suri, R. (2013). Are men seduced by red? The effect of red versus black prices on price perceptions. Journal of Retailing, 89(2), 115-125.
Safer, D. A., & Higgins, E. T. (2001). How do personal concerns influence preferences? The case of promotion and prevention concerns. Unpublished Working paper. Department of Psychology, Columbia University.
Schaie, K. W. (1961). Scaling the association between colors and mood-tones. The American Journal of Psychology, 74(2), 266-273.
Shah, J., & Higgins, E. T. (1997). Expectancy × value Effects: Regulatory focus as determinant of magnitude and direction. Journal of Personality and Social Psychology, 73(3), 447-458.
Summerville, A., & Roese, N. J. (2008). Self-report measures of individual differences in regulatory focus: A cautionary note. Journal of research in personality, 42(1), 247-254.
Tucker, J. (1987). Psychology of color. Target Marketing, 10(7), 40-49.
Valdez, P., & Mehrabian, A. (1994). Effects of color on emotion. Journal of Experimental Psychology, 123(4), 394-409.
Vecera, S. P., & O'reilly, R. C. (1998). Figure- ground organization and object recognition processes: An interactive account. Journal of Experimental Psychology: Human Perception and Performance, 24(2), 441-462.
Walsh, L. M., Toma, R. B., Tuveson, R. V., & Sondhi, L. (1990). Color preference and food choice among children. Journal of Psychology: Interdisciplinary and Applied, 124(6), 645-653.
Wilson, G. D. (1966). Arousal properties of red versus green. Perceptual and Motor Skills, 23(August-December), 947-949.