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The Effect of Colour on the Anchoring Heuristic in Consumer Decision Making Cover

The Effect of Colour on the Anchoring Heuristic in Consumer Decision Making

By: ,   and    
Open Access
|Aug 2014

Figures & Tables

Figure 1

Summary of Task Procedure.

Table 1

Means of the Estimated Price with the Independent Variables.

High AttractivenessLow Attractiveness
BlueRedBlueRed
Mean15935.5017611.1115915.789461.54
Standard Deviation8061.375214.678305.304701.34
Figure 2

Comparisons of the Estimated Gift Prices.

DOI: https://doi.org/10.5334/jeps.cf | Journal eISSN: 2222-6931
Language: English
Page range: 19 - 27
Published on: Aug 7, 2014
Published by: Ubiquity Press
In partnership with: Paradigm Publishing Services

© 2014 Sungwon Han, Doyo Choi, Young Jae Cha, published by Ubiquity Press
This work is licensed under the Creative Commons Attribution 4.0 License.