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The influence of price colour on price perception: a master thesis on behavioural pricing

Petrich, Dorian Alexander
Master thesis
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URI
http://hdl.handle.net/11250/2473273
Date
2017
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  • Master Thesis [3748]
Abstract
It is well known in marketing that colour imposes an important influence on human behaviour.

However, only little research has been dedicated to the influence of price colour on price

judgement for non-discounted prices. Within the framework of this master thesis, two

experiments are conducted and analysed, one with a focus on offline distribution (retail store

setting) and one paying special attention to online channels. The influence of red or blue

coloured prices is evaluated with regards to perceived price, perceived value, and purchase

intention. Price and value are shown to be perceived significantly better if coloured prices are

used. This fact holds true for the offline and, frequently, the online setting as well as for red and

for blue price colour. The effects are more common for low involvement products compared to

high involvement offerings. Furthermore, the results indicate that priming the respective colour

enhances the influence of coloured prices. Limitations as well as theoretical and practical

implications are discussed and further research directions are suggested.

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