The Impact of Different Price Tag Font Colors on Consumer Behavior


Research Paper (postgraduate), 2011

11 Pages, Grade: 1,7


Abstract or Introduction

In a world with a growing amount of surrounding stimuli, getting the attention of consumers is an increasingly demanding task for the marketers. Therefore, the usage of colors, lighting and other environmental stimuli finds great acceptance in advertising campaigns. But in retail situations the exploitation of color effects is until now almost solely limited to packaging etc. One disregarded application area is price tags, being an important component of purchase decisions. The purpose of the paper is to fill this gap with empirical evidence.

The study at hand focuses on font color of price tags as an environmental stimulus influencing the pleasure and arousal level of the respondents and finally their pur-chase intention. The a priori assumption is that warm (yellow) and cool (blue) colors should elicit different reactions.

Details

Title
The Impact of Different Price Tag Font Colors on Consumer Behavior
College
University of Münster
Grade
1,7
Author
Year
2011
Pages
11
Catalog Number
V266831
ISBN (eBook)
9783656572800
ISBN (Book)
9783656572770
File size
395 KB
Language
English
Keywords
impact, different, price, font, colors, consumer, behavior
Quote paper
Timo Wilhelm Rang (Author), 2011, The Impact of Different Price Tag Font Colors on Consumer Behavior, Munich, GRIN Verlag, https://www.grin.com/document/266831

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