When Red Means “Go”: Color and Cultural Reactance in Risk Preferences

Color, a ubiquitous phenomenon, influences our everyday decisions, from dating to stock transaction. If you go on a date wearing red, your date might find you sexy. If you read an annual report printed in red, you might avoid buying stocks of that company. This works through activating connotations of the color red, such as danger or a down-market. Given that color connotations vary across cultures, it is probably not surprising to know that red in Chinese culture carries the opposite meanings. ….[READ]