TITLE:
Red or Blue? The Influence of Background Color on Promotion Value Perception
AUTHORS:
Yanxin Yu, Hong Zhou
KEYWORDS:
Blue, Red, Promotional Frame, Perceptual Diagnosis, Perceived Value
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.3,
March
23,
2018
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.