Coloring Decisions: the Effect of Red and Blue Colors on Consumer Behavior

Rajesh Bagchi, Virginia Tech, USA
Amar Cheema, University of Virginia, USA
We study the effect of red versus blue color on consumer behavior. We find that exposure to red versus blue color increases aggression in social interactions, increases bids in the lab and in real eBay auctions, but decreases willingness-to-pay in negotiations.
[ to cite ]:
Rajesh Bagchi and Amar Cheema (2011) ,"Coloring Decisions: the Effect of Red and Blue Colors on Consumer Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.