Yanxin Yu, Hong Zhou

Show more
School of Management, Jinan University, Guangzhou, China.
Show less

Abstract: Promotions are commonly used marketing tools for enterprises; the effectiveness of promotional posters is related to the success or failure of promotional activities. This paper embarks from two major elements of poster-promotional information and background color, and studies the effects of different promotional frames and background colors on the perceived value of consumer activity. This study divides the promotional framework into positive promotional framework and negative promotion framework. Through two experiments, the paper discusses how the matching of promotional frame and background color affects consumers’ value perception of promotional activities, and studies the mediating effect of perceptual diagnosis on the relationship, and the moderating effect of individual control sense on the relationship. The conclusion of the experiment is that the match between the promotional frame and the background color has an interactive effect on the value perception of the promotional activities. The experiment second verifies the existence of this interaction effect and verifies the mediating effect of perceptual diagnostics.

Keywords: Blue, Red, Promotional Frame, Perceptual Diagnosis, Perceived Value

Cite this paper: Yu, Y. and Zhou, H. (2018) Red or Blue? The Influence of Background Color on Promotion Value Perception. American Journal of Industrial and Business Management, 8, 619-637. doi: 10.4236/ajibm.2018.83041.

References

[1]   Liu, S.L. and Gan, Y.L. (2015) Review and Prospect of Consumer Promotion Expectation. Foreign Economics and Management, 37, 40-52.

[2]   Zhu, H.W., Huang, M.X. and Fu, G.Q. (2010) Why Price Promotions Can Only Bring Popularity without Buying Gas. Economic management, No. 1, 94-99.

[3]   Elliot, A.J. and Maier, M.A. (2014) Color Psychology: Effects of Perceiving Color on Psychological Functioning in Humans. Annual Review of Psychology, 65, 95-120.
https://doi.org/10.1146/annurev-psych-010213-115035

[4]   Mehta, R. and Zhu, R.J. (2009) Blue or Red? Exploring the Effect of Color on Cognitive Task Performances. Science, 323, 1226-1229.
https://doi.org/10.1126/science.1169144

[5]   Bagchi, R. and Cheema, A. (2013) The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism. Journal of Consumer Research, 39, 947-960.
https://doi.org/10.1086/666466

[6]   Elliot, A.J., Maier, M.A., Martin, J.B., Friedman, R. and Pekrun, R. (2009) The Effect of Red on Avoidance Behavior in Achievement Contexts. Personality and Social Psychology Bulletin, 35, 365-375.
https://doi.org/10.1177/0146167208328330

[7]   Liu, W.M. and Liang, J.M. (2015). Choose Red or Blue—Background Color Affects Visual New Product Evaluation Phenomenon, Intermediary and Boundary System Research. Nankai Management Review, 18, 23-35.

[8]   Chittaro, L. (2016) Tailoring Web Pages for Persuasion on Prevention Topics: Message Framing, Color Priming, and Gender. International Conference on Persuasive Technology, Springer International Publishing, 3-14.

[9]   Labrecque, L.I. and Milne, G.R. (2012) Exciting Red and Competent Blue: The Importance of Color in Marketing. Journal of the Academy of Marketing Science, 40, 711-727.
https://doi.org/10.1007/s11747-010-0245-y

[10]   Williams, D.J. and Noyes, J.M. (2007) How Does Our Perception of Risk Influence Decision-Making? Implications for the Design of Risk Information. Theoretical Issues in Ergonomics Science, 8, 1-35.
https://doi.org/10.1080/14639220500484419

[11]   Gorn, G.J., Chattopadhyay, A., Sengupta, J., et al. (2004) Waiting for the Web: How Screen Color Affects Time Perception. Journal of Marketing Research, 41, 215-225.
https://doi.org/10.1509/jmkr.41.2.215.28668

[12]   Hanss, D., Böhm, G. and Pfister, H.R. (2012) Active Red Sports Car and Relaxed Purple-Blue Van: Affective Qualities Predict Color Appropriateness for Car Types. Journal of Consumer Behaviour, 11, 368-380.
https://doi.org/10.1002/cb.1380

[13]   Kahneman, D. and Tversky, A. (1979) Prospect Theory: An Analysis of Decision under Risk. Econometrica, 47, 263-292.
https://doi.org/10.2307/1914185

[14]   Kühberger, A. (1995) The Framing of Decisions: A New Look at Old Problems. Organizational Behavior & Human Decision Processes, 62, 230-240.
https://doi.org/10.1006/obhd.1995.1046

[15]   Shi, Z.M., Li, L.L. and Wu, L.F. (2013) “Love Gift” or “to Be Wrapped in Mail”: Which Kind of Promotion Is More Attractive to You?—Study on the Adjustment Variables Affecting the Relationship between Online Promotion Framework and Online Purchasing Intention. Journal of Marketing Science, 1, 105-117.

[16]   Guo, S. and Yin, C.Y. (2015) The Response of Consumers to Marketing Information Framework Based on Different Face View of Adjusting Orientation. Management Journal, 12, 1529-1535.

[17]   Palazon, M. and Delgado-Ballester, E. (2009) Effectiveness of Price Discounts and Premium Promotions. Psychology & Marketing, 26, 1108-1129.
https://doi.org/10.1002/mar.20315

[18]   Hao, L.G. and Zeng, H. (2017) Influence of Time Pressure and Adjustment Focus on the Effect of Promotional Frame. Journal of Management Engineering, 31, 32-38.

[19]   Diamond, W.D. and Sanyal, A. (1990) The Effect of Framing on the Choice of Supermarket Coupons. Advances in Consumer Research, 17, 488-493.

[20]   Lynch, J.G., Marmorstein, H. and Weigold, M.F. (1988) Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations. Journal of Consumer Research, 15, 169-184.
https://doi.org/10.1086/209155

[21]   Luo, L., Chen, X.J., Han, J., et al. (2010) Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases. Journal of Marketing Research, 47, 1114-1128.
https://doi.org/10.1509/jmkr.47.6.1114

[22]   Pham, M.T. and Avnet, T. (2004) Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion. Journal of Consumer Research, 30, 503-518.
https://doi.org/10.1086/380285

[23]   Purnawirawan, N. and Pelsmacker, P.D. (2012) Balance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and Intentions. Journal of Interactive Marketing, 26, 244-255.
https://doi.org/10.1016/j.intmar.2012.04.002

[24]   Jiang, Z. and Benbasat, I. (2007) Research Note Investigating the Influence of the functional Mechanisms of Online Product Presentations. Social Science Electronic Publishing, 18, 454-470.
https://doi.org/10.1287/isre.1070.0124

[25]   Dens, N., Pelsmacker, P.D., Wouters, M., et al. (2012) Do You Like What You Recognize? The Effects of Brand Placement Prominence and Movie Plot Connection on Brand Attitude as Mediated by Recognition. Journal of Advertising, 41, 35-54.

[26]   Burger, J.M. (1989) Negative Reactions to Increases in Perceived Personal Control. Journal of Personality and Social Psychology, 56, 246-256.
https://doi.org/10.1037/0022-3514.56.2.246

[27]   Cutright, K.M., Bettman, J.R. and Fitzsimons, G.J. (2013) Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained. Journal of Marketing Research, 50, 365-377.
https://doi.org/10.1509/jmr.10.0202

[28]   Guinote, A. (2007) Power Affects Basic Cognition: Increased Attentional Inhibition and Flexibility. Journal of Experimental Social Psychology, 43, 685-697.
https://doi.org/10.1016/j.jesp.2006.06.008

[29]   Weick, M., Guinote, A. and Wilkinson, D. (2011) Lack of Power Enhances Visual Perceptual Discrimination. Canadian Journal of Experimental Psychology, 65, 208-213.
https://doi.org/10.1037/a0024258

[30]   Keltner, D., Gruenfeld, D.H. and Anderson, C. (2003) Power, Approach, and Inhibition. Psychological Review, 110, 265-284.
https://doi.org/10.1037/0033-295X.110.2.265

[31]   Kwak, J. and Park, J. (2012) Effects of a regulatory Match in Sunk-Cost Effects: A Mediating Role of anticipated Regret. Marketing Letters, 23, 209-222.
https://doi.org/10.1007/s11002-011-9148-z

[32]   Wei, S.L. and Tang, C.S. (2013) Advance Selling in the Presence of Speculators and Forward-Looking Consumers. Production & Operations Management, 22, 571-587.
https://doi.org/10.1111/j.1937-5956.2012.01421.x

[33]   Rutchick, A.M., Slepian, M.L. and Ferris, B.D. (2010) The Pen Is Mightier than the Word: Object Priming of Evaluative Standards. European Journal of Social Psychology, 40, 704-708.
https://doi.org/10.1002/ejsp.753

[34]   Sideridis, G.D. (2008) The Regulation of Affect, Anxiety, and Stressful Arousal from Adopting Mastery-Avoidance Goal Orientations. Stress & Health, 24, 55-69.
https://doi.org/10.1002/smi.1160

[35]   Schwarz, N. and Clore, G.L. (2003) Mood as Information: 20 Years Later. Psychological Inquiry, 14, 296-303.
https://doi.org/10.1207/S15327965PLI1403&4_20