Loved the Deal but Forgot the Price!

Raj Suri

Men Love a Deal When it is in Red!

0

1

2

3

4

5

Men Women

RedBlack

3Interaction; F (1, 147) = 11.33, p < .01

Valu

e

4

Conclusion 1Women doubt red prices!Men forget prices and love the deals when

they are in red

$99.95 $99.95

0102030405060708090

100

Accuracy of Price

Bradley

HelveticaA

ccur

acy

Conclusion 2

• Unique fonts make it easy to remember product information but make one forget its price

Acc

urac

y

Disliking Math

HighLow

Price = Quality

80%

27%

51%

Recall Less

Don’t Like Math ? You will be Biased & Recall Less

Low Moderate High Dislike0%

5%

10%

15%

20%

25%%age of consumers using Price = Quality

Conclusion 3

• If you don’t like math:

You will favor expensive choices.

Correlates for Price & Computation It is all in the Post

Parietal Cortex (P3-PZ).