Colour in Online Advertising: Going for Trust, Which Blue is a Must?
Broeder and Snijder study how colour affects trust in an online vendor and purchase intention. Online shoppers rely heavily on cues that show a vendor can be trusted, yet little is known about how colour contributes, and earlier studies of the colour blue show mixed results. The authors also note that variations in a colour's value affect behaviour differently and that blue may matter more for people from cultures that avoid risk. Their study tests these ideas.
Broeder and Snijder study how colour affects trust in an online vendor and purchase intention. Online shoppers rely heavily on cues that show a vendor can be trusted, yet little is known about how colour contributes, and earlier studies of the colour blue show mixed results. The authors also note that variations in a colour's value affect behaviour differently and that blue may matter more for people from cultures that avoid risk. Their study tests these ideas.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Marketing - from Information to Decision Journal, 2(1), 5-15. doi:10.2478/midj-2019-0001.