Colors and Online Shopping (04-10-19)

Hsieh and colleagues have found that the color of websites influences shopper opinions.  The researchers determined that “online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. . . . Blue backgrounds make consumers use high price as a sign of high quality rather than monetary sacrifice, but red or high-brightness backgrounds make consumers use high price as a sign of high monetary sacrifice rather than product quality.”

Yi-Ching Hsieh, Hung-Chang Chiu, Yun-Chia Tang, and Monle Lee.  2018.  “Do Colors Change Realities in Online Shopping?”  Journal of Interactive Marketing, vol. 41, pp. 14-27, http://dx.doi.org/10.1016/j.intmar.2017.08.001