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Experience Reverses the Red Effect among Chinese Stockbrokers

Recent research has shown that the color red influences psychological functioning. Red is hypothesized to be linked to aggression and danger in evolution, and these links are enhanced by culture-specific uses of red. Thus, color meanings are thought to be grounded in biologically based proclivities...

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Detalles Bibliográficos
Autores principales: Zhang, Tengxiao, Han, Buxin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2014
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3933460/
https://www.ncbi.nlm.nih.gov/pubmed/24586587
http://dx.doi.org/10.1371/journal.pone.0089193
Descripción
Sumario:Recent research has shown that the color red influences psychological functioning. Red is hypothesized to be linked to aggression and danger in evolution, and these links are enhanced by culture-specific uses of red. Thus, color meanings are thought to be grounded in biologically based proclivities and learned associations. However, to date, there has been no direct evidence for the influence of experience on the red effect. This study focused on whether experience could change the psychological effects of the color red. In the context of the Chinese stock market, contrary to the meaning generally associated with red as negative and green as positive, red represents a rise in stock price and green stands for a decrease. An experiment using a 2×2 between subjects factorial design demonstrated that red (compared with green) impaired Chinese college students’ performance on an IQ test (in accordance with the red effect), but the opposite effect was found among stockbrokers. These results provide direct evidence of learned color meanings, in support of the general model of color effect.