The Psychology of Colour, Emotion and Online Shopping

The Psychology of Colour, Emotion and Online Shopping

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Thanks to Scott MacInnis, Kimberley McEwan, Kathleen Hill and my wonderful Nana for voicing the quotes in this video.


Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: the intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541-551.

Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & marketing, 9(5), 347-363.

Brengman, M., & Geuens, M. (2003). The four dimensional impact of color on shoppers’ emotions (No. 03/204). Ghent University, Faculty of Economics and Business Administration.

Cheng, F. F., Wu, C. S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer’s emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334.

Crowley, A. E. (1993). The two-dimensional impact of color on shopping. Marketing letters, 4(1), 59-69.

Dagher, A. (2007). Shopping centers in the brain. Neuron, 53(1), 7-8.

von Goethe, J. W. (1810). Theory of Colours (book)

Hemphill, M. (1996). A note on adults’ color–emotion associations. The Journal of genetic psychology, 157(3), 275-280.

Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49(2), 193-211.

Music: Brittle Rille and Mining by Moonlight by Kevin MacLeod/

Sounds: Fast forward by Muska666/

Images: Wikimedia commons
Vladimir Kirakosyan/
BD Barcelona/


April 2, 2014 / 45 Comments / by / in
  • The subscribe button should've been red in this video! If you know what I mean 🙂

  • This was such  interesting video. Thanks for another brilliant upload!

  • I literally have a paper on this due tomorrow. Thank you for the video and references.

  • Great video…. Maybe invest in a better audio set up though…I'm no audiophile, just sounds a little echoey

  • Virtual Cat!

  • The intentional use of color is especially evident when it comes to social media sites, as they all seem to use blue extensively (also, white): Facebook, Twitter, Tumblr, LinkedIn, Myspace, etc. 

  • Great work!

  • Good psych research supporting work of key theorists in this area.

  • Hi Guys! I made a video about the discovery of gravitational waves and it would be amazing if you'd watch it and subscribe. I don't want to spam you or anything but I would cherish every single support I can get. Congratulations, you just reached the end of this comment.

  • Was the experiment with the couch and the blue/green background conducted in a close environment? Was the need of people for a new couch factored in? If the experiment was conducted on the same community, was the fact that people did not need a couch at the time considered? If the experiment was conducted on 2 different communities, was the financial status of each community considered? I just don't buy the conclusion they drew from the study.

  • Any Color we – you – me – us – i like at any time in movement and presentation. Communication is more than letters and words and images and intuitive actions. What's you favorite color and/or Any color you like..

  • Beginning of the video:
    Blue, is gloomy and melancholy,
    Then it's:
    Calm and cool..

    @3:25 its about complementary colors magenta and green don't really go together.
    Not to knock your channel, I still found this interesting.

  • Good ol Goethe, Elective Affinities has been on my amazon list forever now…one of these days I will get to it!

  • People are given Bitcoins

  • The music is the same music from Kerbal Space Program.

  • Omg I use the same theme on google chrome at 2:25

  • This video is very helpful thank you for providing proper references!!!

  • thumbs up if Plethrons sent you here 😀

  • How did the subject browse the internet in an MRI machine? It'll grab a wrench from across a room with force…

  • I loved the Veritasium reference!

  • Veritasium brought me here by Virtual Cat. 🙂

  • I lol'd at the bitcoins

  • Very interseting content, thank you.

  • that cat is cute. very cute, THUMBS UP XD

  • love this video and learned a lot, thank you!

  • I prefer – blue, grey and brown. but in some rare occasions: red, like a tie when i am your boss.

    I dislike – green and yellow because they are simply ugly. 

  • Luscher's color tests are very impressive.

  • Interesting

  • All your videos are amazing
    Ps check out our website
    It's sandy lane junior journalist if you could

  • This is the music used in Kerbal Space Program lol

  • Ah, "light's"!

  • is that not the song from corage the cowrdly dog episode with the guy that always smiles and ryms?
    i can't look at this because the music scares me!

  • for some reason Im craving to blow up some aliens with rockets…

  • The psychological establishment has a mental disorder… yes… the entire psychological establishment has a mental misunderstanding regarding mental disorders… mental disorders are the psychological establishment’s ‘bread and butter’… literally… they would be without a survival level living if they didn't convince you that you needed either drugs or expensive therapy for your ‘particular symptomology’… they ‘survive’ to address your symptoms… but as to the causation for those symptoms…?… forget it… you’d get better and they would lose you as a paying customer… now wouldn’t that help out the ol’ personal finances… not having to pay those mostly insincere, materialistic frauds anymore…?

  • Who is this Gherta that you speak of? ;þ

  • marketing….

  • Found the video incredibly useful, just wondering if you could enlighten me on where you found the study results/statistics?


  • Very interesting but the music distracted me..somehow it reminds me of a game.

  • I'm colorblind and can't see red. What is the psychological effect of color on someone who lives in a world that is only made up of combinations of blue and green?

  • 2:22 look for it on the screen

  • Amazing 😉

  • Came from Digital Cat

  • I love yellow and moss green.

  • i hope no music background, my head cannot digest knowledge and explanation with bad background music..

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