Читать книгу Stats and Curiosities - Harvard Business Review - Страница 14

red makes you push for a better deal …

When an online negotiable-price vacation package was presented against a blue background, research subjects made a “best offer” of $712, on average, but they went only as high as $684 when the background was red. Rajesh Bagchi of Virginia Tech and Amar Cheema of the University of Virginia say red induces aggression, so it heightened participants’ competitiveness with the seller and increased their determination to get a good deal. Red has the opposite effect in auctions, where greater aggression makes people willing to pay more in order to best other bidders, the researchers say.