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Red light, green light: Color priming in financial decisions

  • Kliger, Doron
  • Gilad, Dalia

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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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
Contact details of provider: Web page: http://www.elsevier.com/locate/inca/620175

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