The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism

By Rajesh Bagchi, Amar Cheema. 2013

207 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/7575ed6f6827054227fdf41ba6f4a9592a08c2a0

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Saïd Aboubaker Ettis
2. A. Elliot
3. Markus A. Maier

In Social Psychology

1. Markus A. Maier
2. A. Elliot
3. Saïd Aboubaker Ettis
4. Reinhard Pekrun
5. Kou Murayama
6. Corwin Senko
7. Thomas Goetz
8. M. Bong

Citations in the corpus

• Examining the relationships between online store atmospheric color, flow experience and consumer behavior (2017, background): “Although colors are used as a marketing tool, yet academic research on color is not abundant (Bagchi and Cheema, 2013; Labrecque et al., 2013).”
• Color psychology: effects of perceiving color on psychological functioning in humans. (2014, background): “…competitive, and more likely to win a competition (Little & Hill 2007, Sorokowski & Szmajke 2007) or demonstrating a general association between red and anger or aggression (Bagchi & Cheema 2013; Fetterman et al. 2011, 2012; Guéguen et al. 2012; Tharangie et al. 2009, 2011; Young et al. 2013).”