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Loved the Deal but Forgot the Price!. Raj Suri. Men Love a Deal When it is in Red!. Value. Interaction; F (1, 147) = 11.33, p < .01. Conclusion 1. Women doubt red prices! Men forget prices and love the deals when they are in red. $99.95. $99.95. Accuracy of Price. Helvetica. - PowerPoint PPT Presentation
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Loved the Deal but Forgot the Price!
Raj Suri
Men Love a Deal When it is in Red!
0
1
2
3
4
5
Men Women
RedBlack
3Interaction; F (1, 147) = 11.33, p < .01
Valu
e
4
Conclusion 1Women doubt red prices!Men forget prices and love the deals when
they are in red
$99.95 $99.95
0102030405060708090
100
Accuracy of Price
Bradley
HelveticaA
ccur
acy
Conclusion 2
• Unique fonts make it easy to remember product information but make one forget its price
Acc
urac
y
Disliking Math
HighLow
Price = Quality
80%
27%
51%
Recall Less
Don’t Like Math ? You will be Biased & Recall Less
Low Moderate High Dislike0%
5%
10%
15%
20%
25%%age of consumers using Price = Quality
Conclusion 3
• If you don’t like math:
You will favor expensive choices.
Correlates for Price & Computation It is all in the Post
Parietal Cortex (P3-PZ).
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