@article{ref1,
title="When red means go: non-normative effects of red under sensation seeking",
journal="Journal of consumer psychology",
year="2016",
author="Mehta, Ravi and Demmers, Joris and van Dolen, Willemijn M. and Weinberg, Charles B.",
volume="27",
number="1",
pages="91-97",
abstract="Although previous research has identified red as the color of compliance, the current work proposes that this effect of red may not hold under high sensation-seeking propensity conditions. It is argued that the color red has the capability to induce arousal, which in turn has been shown to enhance a person's default tendencies. Further, because high sensation seekers have a higher tendency to react, the exposure to the color red for these individuals will increase reactance and thereby non-compliant behavior. One field study and two lab experiments provide support for this theorizing. The first experiment, a field study, examines prank-chatting incidences at a child helpline and shows a positive effect of red on such non-compliant behavior. Experiment 2 confirms this finding in a controlled lab setting and shows that when one has a high sensation-seeking propensity, the color red positively affects one's attitude towards non-compliance. The final study illuminates the underlying process and explicates the role of arousal and reactance in the color-non-compliance relationship. Both theoretical and practical implications are discussed.<p /> <p>Language: en</p>",
language="en",
issn="1057-7408",
doi="10.1016/j.jcps.2016.04.004",
url="http://dx.doi.org/10.1016/j.jcps.2016.04.004"
}