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Red, rather than blue can promote fairness in decision-making

Author

Listed:
  • Ou Li

    (Hangzhou Normal University)

  • Yan Shi

    (Hangzhou Normal University)

  • Kuangran Li

    (University of Southampton)

Abstract

The present study investigated the effect of colors red and blue on fair behavior in two economic games. Study 1 showed that the color red (vs. blue) could lead to a higher (vs. lower) offer in the ultimatum game, and that this effect was mediated by the perceived competitiveness. Study 2 introduced the impunity game and showed that the colors red and blue only affected offers in the ultimatum game, but not in the impunity game. These findings suggested that colors play a more influential role in strategic motives than in pure altruism in fair decision-making, and color-induced perceived competitiveness underlies this effect. This study presents the first empirical evidence of the relationship between colors and fairness in decision-making and offers a solution to nudge cooperative and fair behavior in allocation.

Suggested Citation

  • Ou Li & Yan Shi & Kuangran Li, 2025. "Red, rather than blue can promote fairness in decision-making," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-10, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-04407-9
    DOI: 10.1057/s41599-025-04407-9
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    References listed on IDEAS

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