When red means go: Non-normative effects of red under sensation seeking

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• 作者：Ravi Mehta^a ; ^{mehtar@illinois.edu} ; Joris Demmers^b ; Willemijn M. van Dolen^b ; Charles B. Weinberg^c
• 关键词：Color ; Non-compliance ; Arousal ; Sensation seeking ; Reactance
• 刊名：Journal of Consumer Psychology
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：27
• 期：1
• 页码：91-97
• 全文大小：335 K
• 卷排序：27

文摘

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.