CHAMPAIGN, Ill. -- As anyone who has driven a car or crossed a busy street knows, colors play a significant role in influencing people's interactions with the world around them. And the color red, in particular, elicits the highest level of compliance for conformity with social norms.
But according to new research co-written by a University of Illinois expert in product development and marketing, under certain conditions, the color red can arouse "noncompliant behavior" - basically, a rebellious streak - for a certain sensation-seeking segment of the population.