Could colors play a role in how much money you spend while shopping this holiday season?
A new study out of Virginia Tech says it's possible!
Researchers say incidential exposure to certain colors can influence spending!
The study said shoppers who see red in stores unconsciously become more aggressive.
They'll go after the best deals and walk away if cost isn't in their favor.
But the study said seeing blue makes shoppers more passive and more frivolous spenders.