Red Color and Risk-Taking Behavior in Online Environments.

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2015
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Abstract
In many situations red is associated with hazard and danger. As a consequence, it was expected that task-irrelevant color cues in online environments would affect risk-taking behaviors. This assumption was tested in two web-based experiments. The first study (N = 383) demonstrated that in risky choice dilemmas respondents preferred the less risky option when the displayed university logo was in red (versus gray); but only when both choice alternatives were at least moderately risky. The second study (N = 144) replicated these results with a behavioral outcome: Respondents showed more cautious behavior in a web-based game when the focal stimuli were colored red (versus blue). Together, these findings demonstrate that variations in the color design of a computerized environment affect risk taking: Red color leads to more conservative choices and behaviors.
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gnambs2015redplos Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Gnambs, Timo;Appel, Markus;Oeberst, Aileen;
Journal PloS one
Year 2015
DOI DOI not found
URL
http://europepmc.org/articles/PMC4514790?pdf=render
Keywords
Medicine Engineering (General). Civil engineering (General) Technology Science physics environmental sciences business social sciences commerce architecture applied optics. photonics architectural drawing and design industrial engineering. management engineering

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