View Full Version : Seeing red on eBay!

July 18th, 2012, 03:10 AM
In the heat of the moment, it is easy to get carried away on eBay and outbid the highest customer for that must-have item.
But the colour behind the product may have just as much effect on the sale, with red backgrounds driving up potential buyer’s bids.
A new study claims that the so-called ‘aggressive’ colour causes people to spend more than they normally would when bidding.

Red herring: When bidding on eBay, researchers found buyers would bid more when the item had a red background
The study, published in the Journal of Consumer Research, reveals that buyers are subliminally influenced by hues, and will pay more in a bidding war if the page’s background is red, as opposed to a less vivid hue.
Rajesh Bagchi of Virginia Tech and Amar Cheema of the University of Virginia asked study participants to pretend they were buying a Nintendo Wii on eBay.

They then showed the consumers the game console on a white screen, with either a blue, red, or grey banner.
The researchers found that higher bids were offered when the background screen was red, perhaps because they were competing with other bidders.
When bidding with others, buyers were willing to pay up to $131 for the Wii, as opposed to $125 with the blue background, and $126 with white.
Red, they wrote, ‘induces aggression and excitation, while green induces withdrawal, and black, anxiety.

See link for full story

Read more: http://www.dailymail.co.uk/news/article-2175121/Seeing-red-Study-finds-crimson-backgrounds-cause-eBay-shoppers-place-higher-bids.html#ixzz20xYq1lPI