Red and Gambling (02-26-21)

Pontes and Williams found that seeing the color red influences gambling behavior.  They report that “In general, people make more risk averse choices, gambling less and less often when primed with [shown] the color red over other colors. . . . when participants feel lucky or are from Asian Chinese backgrounds the effect is reversed and they take more risks when primed with the color red.”

Nicolas Pontes and Laura Williams.  2021. “Feeling Red Lucky?  The Interplay Between Color and Luck in Gambling Settings.” Psychology and Marketing, vol. 38, no. 1, pp. 43-55, https://doi.org/10.1002/mar.21408