TY  - JOUR
PY  - 2016//
TI  - When red means go: non-normative effects of red under sensation seeking
JO  - Journal of consumer psychology
A1  - Mehta, Ravi
A1  - Demmers, Joris
A1  - van Dolen, Willemijn M.
A1  - Weinberg, Charles B.
SP  - 91
EP  - 97
VL  - 27
IS  - 1
N2  - 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>
LA  - en
SN  - 1057-7408
UR  - http://dx.doi.org/10.1016/j.jcps.2016.04.004
ID  - ref1
ER  -