Red and risk preferences: The effects of culture and individual differences

Abstract Color is shown to affect decision making and judgment. However, no prior research has examined both between‐ within‐culture variations in color associations. To this end, we test the red (vs. green) effects on risk preferences United States China while assessing individual differences Across three studies, find cultural reactance effects, that is, domain of aversion, associated with gain (American: green/Chinese: red) leads participants become more averse when they personally associate green (in America) China) loss. In seeking, loss red/Chinese: seeking gain. By providing a novel perspective integrates variations, our findings have implications for understanding generalizability across individuals cultures.