Red Color and Risk-Taking Behavior in Online Environments.

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ID: 77606
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.
Reference Key
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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