Relationship between a store's lighting and indoor color and the measures of buying and time spent were studied with a study group of 440 men and 478 women who were 2060 years old (M = 29.3, SD = 10.2). Two types of lighting (soft and bright) and 5 indoor colors (blue, yellow, green, red, and white) were used. Green color and the time spent in the store were statistically significant positive effects on product purchase. Time spent in the store was positively associated with soft lighting conditions, but negatively associated by red indoor color. (c) 2011 Wiley Periodicals, Inc. Col Res Appl, 2011