Skip Menu

Return to Skip Menu

Main Content

Video: The effect of color on consumer behavior

Rajesh Bagchi, associate professor of marketing in the Pamplin College of Business, and co-researcher Amar Cheema from the University of Virginia study how red and blue background colors on websites or on the store walls influence consumers’ willingness to buy. Their research looked at the impact of color on three settings: auctions, negotiations, and fixed-price settings, such as retail stores.