Effects of Color Appeal, Perceived Risk and Culture on User’s Decision in Presence of Warning Banner Message
ISBN
978-0-9981331-0-2
Type
conference paper
Date Issued
2017-01-07
Author(s)
Abstract (De)
Color is present in every aspect of human life, and color is driving our decisions. In the digital computer warning realm, in which a warning message is a communication mechanism, color represents an important design element, which aims at preventing the hazard and reducing negative outcomes from the user’s action. Interestingly, we are lacking the understanding of how color appeal influences behavioral intentions in culturally distinct countries when it comes to paying more attention to warning messages. We conducted a cross-cultural investigation by running an online experiment, followed by a survey of 258 participants from the United States and India. Supported by the color-in-context theory, we found that culture is an important dimension in the specific warning message context in which color appeal is a salient antecedent to behavioral intentions in culturally distinct countries. We derive several theoretical contributions and practitioners’ insights.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Publisher
Proceedings of the 50th Annual Hawaii International Conference on System Sciences (HICSS)
Start page
528
End page
536
Event Title
50th Hawaii International Conference on Sciences (HICSS)
Event Location
Waikoloa, Hawaii
Event Date
05. - 07.01.2017
Subject(s)
Eprints ID
250229
File(s)![Thumbnail Image]()
open.access
Name
HICSSpaper0065.pdf
Size
2.07 MB
Format
Adobe PDF
Checksum (MD5)
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