Abstract: This research examines the effect of red in the consumption environment on consumer preference for brand image and its underlying mechanism.  Previous studies have shown that red decreases purchase intention.  However, through one preliminary experiment and four experiments, the authors find that red increases consumer preference for competent brands ( but not warm brands) , and competitive spirit plays a mediating role in this effect.  More specifically, red (vs. other colors) activates the concept of dominance, bringing about a desire for dominant status and hence a stronger competitive spirit.  Individuals with a stronger competitive spirit are more eager to express their competence rather than sincerity.  Therefore, they prefer competent brands over brands with sincerity.  This effect will be weakened when consumers make purchases for others ( vs. for themselves) .  Our findings contribute to the relevant literature on brand image preferences, color and competitive spirit, and provide important practical instructions on color selection and design in marketing communication.

Key words: red color , competent brand , brand with sincerity , brand image , competitive spirit , beneficiary of purchase