When red means go: Non-normative effects of red under sensation seeking

Although previous research has identified red as the color of compliance, the current work proposes that this effect of red may not hold under high sensation‐seeking propensity conditions. It is argued that the color red has the capability to induce arousal, which in turn has been shown to enhance a person's default tendencies. Further, because high sensation seekers have a higher tendency to react, the exposure to the color red for these...