The stores,especially the online stores,like to use a different color to present sale price and original price when they are presenting the promotion price.However,how does the incongruence of color presentation on price promotion influences consumerspurchase likelihood? This article will address this question.Drawing on incongruence theory and persuasion knowledge model(PKM),this article proposes that when the color of the sale price is incongruent(vs.congruent)with the color of the original price,consumers show less preference for the sale price.That is because they perceive less trust of the price,which leads to reducing purchase likelihood.Meanwhile,this effect is affected by the brand awareness of products.Specifically,when the products are a less known brand,the incongruent(vs.congruent)color of the sale price and original price will lead to less purchase likelihood.In contrast,when the products were a wellknown brand,the incongruent(vs.congruent t)color of the sale price and original price will lead to high purchase likelihood.Four studies are used to verify these hypotheses and theoretical and practical implications are discussed in this article.