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Red light, green light: Color priming in financial decisions

Doron Kliger () and Dalia Gilad

Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), 2012, vol. 41, issue 5, 738-745

Abstract: Colors are widely present in the financial decision making arena: at firms’ and data providers’ websites; television reports; newspaper publications; advertizements; security market displays, with colors such as red and green prominently employed. Our experimental analysis involves a between subject design exposing subjects to financial substance on colored backgrounds and exploring the effect on their investment decisions. We focus on financial decisions under uncertainty about probability, examining subjects’ investment valuations and the probabilities they assign to the possible outcomes.

Keywords: Ambiguity; Choice under risk and uncertainty; Color; Decision making; Investment decisions; Priming effect (search for similar items in EconPapers)
JEL-codes: D01 D81 D84 G11 G24 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:eee:soceco:v:41:y:2012:i:5:p:738-745

DOI: 10.1016/j.socec.2012.07.003

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