Color Sensitive or Price Sensitive? Testing the Hue Strategy and Framing Strategy on Consumers’ Reservation Intention based on a Facebook A/B Testing

Kerui Li; Yitian Xie; Bingjie Deng; Robert Willison

Color Sensitive or Price Sensitive? Testing the Hue Strategy and Framing Strategy on Consumers’ Reservation Intention based on a Facebook A/B Testing

Kerui Li, Yitian Xie^*, Bingjie Deng, Robert Willison

^*Corresponding author for this work

Department of Intelligent Operations and Marketing

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

Original language	English
Title of host publication	The 9th Conference of Marketing Science and Innovation (MSI2025)
Publication status	In preparation - 13 Apr 2025

Cite this

@inproceedings{9787e8c5893e4e15864c51d2a4b0a4d4,

title = "Color Sensitive or Price Sensitive? Testing the Hue Strategy and Framing Strategy on Consumers{\textquoteright} Reservation Intention based on a Facebook A/B Testing",

author = "Kerui Li and Yitian Xie and Bingjie Deng and Robert Willison",

year = "2025",

month = apr,

day = "13",

language = "English",

booktitle = "The 9th Conference of Marketing Science and Innovation (MSI2025)",

}

Color Sensitive or Price Sensitive? Testing the Hue Strategy and Framing Strategy on Consumers’ Reservation Intention based on a Facebook A/B Testing. / Li, Kerui; Xie, Yitian ; Deng, Bingjie et al.
The 9th Conference of Marketing Science and Innovation (MSI2025). 2025.

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

TY - GEN

T1 - Color Sensitive or Price Sensitive? Testing the Hue Strategy and Framing Strategy on Consumers’ Reservation Intention based on a Facebook A/B Testing

AU - Li, Kerui

AU - Xie, Yitian

AU - Deng, Bingjie

AU - Willison, Robert

PY - 2025/4/13

Y1 - 2025/4/13

M3 - Conference Proceeding

BT - The 9th Conference of Marketing Science and Innovation (MSI2025)

ER -