The effect of red background color on willingness-to-pay: The moderating role of selling mechanism

Journal of Consumer Research

Volumn 39, Issue 5, 2013, Pages 947-960

  Bagchi, Rajesh ^a   Cheema, Amar ^b  

^a PAMPLIN COLLEGE OF BUSINESS   (United States)

^b UNIVERSITY OF VIRGINIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84873843065     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/666466     Document Type: Article

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