EFFECTS OF WEARING RED ON DISTRIBUTIVE OUTCOMES IN NEGOTIATIONS

Abstract

The negotiations literature is replete with studies which show how cognitive heuristcs affect negotiation outcomes. However, there is limited research into how colors affect outcomes. In this study, the effect of wearing the color red on the outcomes of negotiations are examined. Furthermore, the emotions elicited and external perceptive effects invoked are analyzed. The findings indicate that wearing red increases the distributive outcome that one gains in a negotiation. Wearing red is also found to increase one's pre-negotiation confidence and post-negotiation satisfaction. However, this is at the cost of one being viewed as less trustworthy and less fair, post-negotiation. Implications of these findings are discussed and directions for future research are presented.