When the Negotiator Sees Red
The negotiations literature abounds with studies about how cognitive heuristics affect negotiation outcomes. However, the role of colors in negotiations remains unexplored. The color red is associated with male dominance and leads to superior outcomes in sporting contests (Hill and Barton, 2005a). I...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2009
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| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1788 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2787/viewcontent/NegotiatorSees_Red_2009.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | The negotiations literature abounds with studies about how cognitive heuristics affect negotiation outcomes. However, the role of colors in negotiations remains unexplored. The color red is associated with male dominance and leads to superior outcomes in sporting contests (Hill and Barton, 2005a). In this study, we examined the effect of wearing the color red on outcomes in distributive negotiations. Our findings revealed that when male negotiators wore red clothing, they gained a distributive advantage over their counterpart wearing white. |
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