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Loved the Deal but Forgot the Price!. Raj Suri. Men Love a Deal When it is in Red!. Value. Interaction; F (1, 147) = 11.33, p < .01. Conclusion 1. Women doubt red prices! Men forget prices and love the deals when they are in red. $99.95. $99.95. Accuracy of Price. Helvetica.

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men love a deal when it is in red
Men Love a Deal When it is in Red!

Value

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

conclusion 1
Conclusion 1
  • Women doubt red prices!
  • Men forget prices and love the deals when they are in red
slide5

$99.95

$99.95

slide6

Accuracy of Price

Helvetica

Accuracy

Bradley

conclusion 2
Conclusion 2
  • Unique fonts make it easy to remember product information but make one forget its price
don t like math you will be biased recall less

Low

High

Disliking Math

Don’t Like Math ? You will be Biased & Recall Less
  • Recall Less
  • Price = Quality

Accuracy

80%

51%

27%

conclusion 3
Conclusion 3
  • If you don’t like math:

You will favor expensive choices.

slide12

Correlates for Price & Computation

  • It is all in the Post Parietal Cortex (P3-PZ).