Red color and risk taking behaviour in online environments.
Author(s) / Creator(s)
Gnambs, T.
Appel, M.
Oeberst, A.
Other kind(s) of contributor
Leibniz-Institut für Wissensmedien
Abstract / Description
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.
Persistent Identifier
Date of first publication
2015
Journal title
PLoS ONE
Volume
10(7):e0134033
Publication status
publishedVersion
Review status
peerReviewed
Is version of
10.1371/journal.pone.0134033
Citation
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journal.pone.0134033.PDFAdobe PDF - 550.38KBMD5: 0430342d6bfc3d73fa774c81d0597a0c
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There are no other versions of this object.
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Author(s) / Creator(s)Gnambs, T.
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Author(s) / Creator(s)Appel, M.
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Author(s) / Creator(s)Oeberst, A.
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Other kind(s) of contributorLeibniz-Institut für Wissensmedien
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PsychArchives acquisition timestamp2017-08-28T11:11:05Z
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Made available on2017-08-28T11:11:05Z
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Date of first publication2015
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Abstract / DescriptionIn 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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Publication statuspublishedVersion
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Review statuspeerReviewed
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Persistent Identifierhttps://hdl.handle.net/20.500.12034/485
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Persistent Identifierhttps://doi.org/10.23668/psycharchives.693
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Is version of10.1371/journal.pone.0134033
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TitleRed color and risk taking behaviour in online environments.
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DRO typearticle
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Leibniz institute name(s) / abbreviation(s)IWM
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Leibniz subject classificationPsychologie
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Journal titlePLoS ONE
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Volume10(7):e0134033
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Visible tag(s)Version of Record