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The Effects of Color in Advertising Perception Summer 2000 After working in the sales market for three years you begin to recognize certain things about your customers You realize that your mood can affect their buying habits and how the attitudes can affect how you approach a prospective sale If a person comes in showing that they have no idea about your market you have to take the time to basically introduce them to your product You tell them the advantages and disadvantages that your product offers If they come in having knowledge of your product you ask them to tell you what they already know and then correct them if there is anything they have been misinformed about You have to make sure that what you offer for information is something they need and then move on with the sale Over the past few months somthing new has presented itself that at first seemed rather surprising When our company got bought out we were given new red shirts as part of our uniform Our old company had provided white shirts No big deal Our company has told us that we can wear whatever we want to work as long as it is presentable What I have noticed is the days I wear my red shirt to work sales seem easier to make As I have not had the time to run a personal experiment to see if shirt color which would be my independent variable affects the number of sales in a given day the dependent variable I decided that I would look to see if color in fact can affect a persons motive to buy Eric Johnson who is the head of Research Studies for the Chicago-based Institute of Color Research says that their research explains that when eyes see red the pituitary gland sends out signals that make the heart beat faster the blood pressure increase and the muscles tense--all physiologic changes
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