When the Negotiator Sees Red

Jayanth Narayanan
National University of Singapore (NUS)

June 15, 2009

22nd Annual IACM Conference Paper


The negotiations literature abounds with studies about how cognitive heuristics affect negotiation outcomes. However, the role of colors in negotiations remains unexplored. The color red is associated with male dominance and leads to superior outcomes in sporting contests (Hill and Barton, 2005a). In this study, we examined the effect of wearing the color red on outcomes in distributive negotiations. Our findings revealed that when male negotiators wore red clothing, they gained a distributive advantage over their counterpart wearing white.

When the Negotiator Sees Red

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