Red Color and Risk-Taking Behavior in Online Environments.
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ABSTRACT:
SUBMITTER: Gnambs T
PROVIDER: S-EPMC4514790 | biostudies-literature | 2015
REPOSITORIES: biostudies-literature
Publications
Red Color and Risk-Taking Behavior in Online Environments.
Gnambs Timo T Appel Markus M Oeberst Aileen A
PloS one 20150724 7
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 s ...[more]
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