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; Robert Willison; Bingjie Deng

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^*
, Robert Willison
, Bingjie Deng

^*Corresponding author for this work

Department of Intelligent Operations and Marketing

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 2025
Event	The 9th Conference of Marketing Science and Innovation (MSI2025) - Chengdu, China Duration: 11 Apr 2025 → 13 Apr 2025

Conference

Conference	The 9th Conference of Marketing Science and Innovation (MSI2025)
Abbreviated title	MSI 2025
Country/Territory	China
City	Chengdu
Period	11/04/25 → 13/04/25

Cite this

@conference{96d5fdc2abb94445961b89587ebaf342,

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 Robert Willison and Bingjie Deng",

year = "2025",

language = "English",

note = "The 9th Conference of Marketing Science and Innovation (MSI2025), MSI 2025 ; Conference date: 11-04-2025 Through 13-04-2025",

}

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 ; Willison, Robert et al.
2025. Paper presented at The 9th Conference of Marketing Science and Innovation (MSI2025), Chengdu, China.

Research output: Contribution to conference › Paper › peer-review

TY - CONF

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 - Willison, Robert

AU - Deng, Bingjie

PY - 2025

Y1 - 2025

M3 - Paper

T2 - The 9th Conference of Marketing Science and Innovation (MSI2025)

Y2 - 11 April 2025 through 13 April 2025

ER -