Red or Blue - which color makes you push for a better deal?
I read this short email last night about the effect of color on our willingness to pay a certain price for a product.
Here's the summary from the email:
I found the full article and skimmed over it. You can find it here.
They divided purchasing situations into two categories:
When the purchaser buys direct from the seller, the purchaser wants to negotiate. To make them negotiate less aggressively, the researchers found that using the color blue made the purchaser less aggressive and more likely to pay a higher price.
Takeouts for marketers? If you sell anything in an auction situation, use red. If you sell anything that's more of a fixed price, aim to make the purchaser more willing to pay by using the colour blue to make them less aggressive.
As always, test everything!
Here's the summary from the email:
| The Color Red Makes You Push For a Better Deal When people were shown online details about a vacation package against a blue background, their average "best offer" was $712, but it was $684 when the information was presented against a red background, say Rajesh Bagchi of Virginia Tech and Amar Cheema of the University of Virginia. The research participants were implicitly competing against the seller to get the best deal, and exposure to red induces greater aggression. Red has the opposite effect in auctions, where greater aggression makes people willing to pay more in order to best other bidders, the researchers say. |
They divided purchasing situations into two categories:
- those where you're competing against other buyers i.e. an auction
- Those where you're competing against the seller i.e.a negotiated sale
When the purchaser buys direct from the seller, the purchaser wants to negotiate. To make them negotiate less aggressively, the researchers found that using the color blue made the purchaser less aggressive and more likely to pay a higher price.
Takeouts for marketers? If you sell anything in an auction situation, use red. If you sell anything that's more of a fixed price, aim to make the purchaser more willing to pay by using the colour blue to make them less aggressive.
As always, test everything!
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Are you frustrated with the internet marketing b.s. out there where you have to sieve through 10 good articles to find 1 good actionable idea? Then bookmark WarriorBulletin.com : a community curated link sharing website for internet marketers. Save your time and read only the best internet marketing articles and ideas.