We recruited 512 individuals from the Amazon MTurk panel to complete this study (M age
= 37 years, 59% women). We asked participants to imagine that they are looking to purchase a Wii video game console on eBay. Keeping the product attributes identical, we manipulated the banner color and the mechanism between subjects. Three-fourths of the participants saw a solid color banner (800 x 60 pixels) at the top of the web page. This banner appeared on all the screens,acting as a page header. The banner color was manipulated between subjects to be red, blue, or gray. The remaining quarter of the participants (those in the white condition) did not have a banner at the top of the page, and only saw the white page background