Jiang, Feng ORCID: 0000-0001-9762-5821, Zhang, Rui and Lu, Su (2021) Red and risk preferences: the effects of culture and individual differences. Journal of Behavioral Decision Making, 34 (5). pp. 625-638. ISSN 0894-3257 (Print), 1099-0771 (Online) (doi:https://doi.org/10.1002/bdm.2233)

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Abstract

Color is shown to affect decision making and judgment. However, no prior research has examined both between- and within-culture variations in color associations. To this end, we test the red (vs. green) effects on risk preferences in the United States and China while assessing individual differences in color associations. Across three studies, we find cultural reactance effects, that is, in the domain of risk aversion, the color associated with gain (American: green/Chinese: red) leads participants to become more risk averse when they personally associate green (in America) and red (in China) with loss. In the domain of risk seeking, the color associated with loss (American: red/Chinese: green) leads participants to become more risk seeking when they personally associate green (in China) and red (in America) with gain. By providing a novel perspective that integrates between- and within-culture variations, our findings have implications for understanding the generalizability of the color effects across individuals and cultures.

Item Type:	Article
Uncontrolled Keywords:	culture; individual differences; red; risk preferences
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HM Sociology
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Centre for Work and Employment Research (CREW) Faculty of Business > Centre for Work and Employment Research (CREW) > Leadership & Organisational Behaviour Research Group (LOB) Faculty of Business > Department of Human Resources & Organisational Behaviour
Last Modified:	02 Dec 2023 01:38
URI:	http://gala.gre.ac.uk/id/eprint/35896

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