Effects of Color Appeal, Perceived Risk and Culture on User’s Decision in Presence of Warning Banner Message

dc.contributor.author Silic, Mario
dc.contributor.author Cyr, Dianne
dc.contributor.author Back, Andrea
dc.contributor.author Holzer, Adrian
dc.date.accessioned 2016-12-29T00:17:27Z
dc.date.available 2016-12-29T00:17:27Z
dc.date.issued 2017-01-04
dc.description.abstract 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.
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2017.065
dc.identifier.isbn 978-0-9981331-0-2
dc.identifier.uri http://hdl.handle.net/10125/41214
dc.language.iso eng
dc.relation.ispartof Proceedings of the 50th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject color appeal
dc.subject warning message
dc.subject perceived risk
dc.subject culture
dc.subject decision-making
dc.title Effects of Color Appeal, Perceived Risk and Culture on User’s Decision in Presence of Warning Banner Message
dc.type Conference Paper
dc.type.dcmi Text
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