Should Santa Still Wear Red?: Investigating the Effects of Color on Impulsive Buying Behavior

Liangyan Wang, Antai Management School, Shanghai Jiao Tong University, China
Dante M. Pirouz, The Richard Ivey School of Business,University of Western Ontario, Canada
Xinan Zhang, Antai Management School, Shanghai Jiao Tong University
In this study, through two experiments, we consistently found that color (blue vs. red) did influence individual’s impulsive buying behavior. Specifically, compared to individuals briefly exposed to red, individuals briefly exposed to blue had higher impulsive buying intent. The findings suggest that color can serve as an important environmental cue that influences consumer impulsive buying behavior. And the findings enrich the literature on color psychology and contribute to the literatures on consumer impulsive buying behavior.
[ to cite ]:
Liangyan Wang, Dante M. Pirouz, and Xinan Zhang (2011) ,"Should Santa Still Wear Red?: Investigating the Effects of Color on Impulsive Buying Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 730-731.