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Red light, green light: Color priming in financial decisions

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Author Info

  • Kliger, Doron
  • Gilad, Dalia

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.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics).

Volume (Year): 41 (2012)
Issue (Month): 5 ()
Pages: 738-745

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Handle: RePEc:eee:soceco:v:41:y:2012:i:5:p:738-745

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Web page: http://www.elsevier.com/locate/inca/620175

Related research

Keywords: Ambiguity; Choice under risk and uncertainty; Color; Decision making; Investment decisions; Priming effect;

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References

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Blog mentions

As found by EconAcademics.org, the blog aggregator for Economics research:
  1. Managing "Atmospherics" in Making Decisions
    by Rob Duboff in HBR Blog Network on 2013-11-06 16:00:54
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Cited by:
  1. Vanessa Mertins & Susanne Warning, 2013. "Gender Differences in Responsiveness to a Homo Economicus Prime in the Gift-Exchange Game," IAAEU Discussion Papers 201309, Institute of Labour Law and Industrial Relations in the European Union (IAAEU).

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