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

Silic, M., Cyr, D., Back, A., & Holzer, A. (2017, January). Effects of Color Appeal, Perceived Risk and Culture on User’s Decision in Presence of Warning Banner Message. In Proceedings of the 50th Hawaii International Conference on System Sciences.

10 Pages Posted: 17 Mar 2017

See all articles by Mario Silic

Mario Silic

Swiss School of Business and Management (SSBM); University of St. Gallen - Institute of Information Management

Dianne Cyr

Simon Fraser University (SFU) - Beedie School of Business

Andrea Back

University of St. Gallen

Adrian Holzer

ETH Zürich

Date Written: March 14, 2017

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.

Suggested Citation

Silic, Mario and Cyr, Dianne and Back, Andrea and Holzer, Adrian, Effects of Color Appeal, Perceived Risk and Culture on User's Decision in Presence of Warning Banner Message (March 14, 2017). Silic, M., Cyr, D., Back, A., & Holzer, A. (2017, January). Effects of Color Appeal, Perceived Risk and Culture on User’s Decision in Presence of Warning Banner Message. In Proceedings of the 50th Hawaii International Conference on System Sciences., Available at SSRN: https://ssrn.com/abstract=2932982

Mario Silic (Contact Author)

Swiss School of Business and Management (SSBM) ( email )

Avenue des Morgines 12
Geneva, 10000
Switzerland
9000 (Fax)

University of St. Gallen - Institute of Information Management ( email )

Langgasse 1
St. Gallen, 9008
Switzerland

Dianne Cyr

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Colombia V5A 1S6
Canada

Andrea Back

University of St. Gallen ( email )

Dufourstrasse 50
St.Gallen, CH-9000
Switzerland

Adrian Holzer

ETH Zürich ( email )

Lausanne
Switzerland

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