TY  - JOUR
PY  - 2015//
TI  - Red color and risk-taking behavior in online environments
JO  - PLoS one
A1  - Gnambs, Timo
A1  - Appel, Markus
A1  - Oeberst, Aileen
SP  - e0134033
EP  - e0134033
VL  - 10
IS  - 7
N2  - 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.<p />  <p>Language: en</p>
LA  - en
SN  - 1932-6203
UR  - http://dx.doi.org/10.1371/journal.pone.0134033
ID  - ref1
ER  -