The Daily Stat: The Color Red Makes You Push for a Better Deal

Are you having trouble viewing this email? If so, click here to see it in a web browser. HOME   |   BLOGS   |   THE MAGAZINE   |   BOOKS   |   AUTHORS   |   STORE RSS   |   Mobile JULY 23, 2012 The Color Red Makes You Push for a Better Deal When people were shown online details about a vacation package against a blue background, their average "best offer" was $712, but it was $684 when the information was presented against a red background, say Rajesh Bagchi of Virginia Tech and Amar Cheema of the University of Virginia. The research participants were implicitly competing against the seller to get the best deal, and exposure to red induces greater aggression. 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. Source: The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism Share Today's Stat: FEATURED PRODUCT The Future of Boards: Meeting the Governance Challenges of the Twenty-First Century HBR Press Book Governance and the role of corporate boards are critical to help us wrestle with critical issues like CEO performance and succession, compensation, and forward-looking strategy. Edited by Harvard Business School professor Jay W. Lorsch, the preeminent authority on corporate boards, this book gathers the leading voices from business and academia to address the challenges of governance in the 21st century. ADVERTISEMENT Follow the Stat: BEST SELLERS HBR's 10 Must Reads: The Essentials HBR's Must Reads Library Set Guide to Persuasive Presentations Guide to Better Business Writing Guide to Getting the Right Work Done PREVIOUS STATS Recovery in U.S. Benefits Men More than Women Firms with Politically Conservative Bosses Pay More Tax Cell-Phone Speeds Sink Dramatically at Sporting Events Even Though Ice Is Melting, Ships Balk at Crossing Arctic Cocaine Much Cheaper Now than 30 Years Ago Skilled Players Earn Much Bigger ROIs from Poker Fatalism Makes You Avoid Preparing for Retirement When the Rule Is 'Pay What You Want,' Almost Everyone Pays Banks' Skittishness Limits Impact of Low Mortgage Rates Much-Loved Products Often Sell for Less, Not More Introducing HBR's Morning Advantage The Harvard Business Review Morning Advantage delivers the latest business ideas from beyond HBR.org directly to your inbox every morning — and it is free! Sign up today >> UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "The Daily Stat" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every day. Learn more about connecting your brand with this audience. Copyright © 2012 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)