Ecological Effects in Cross‐Cultural Differences Between U.S. and Japanese Color Preferences |
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| Authors: | Kazuhiko Yokosawa Karen B. Schloss Michiko Asano Stephen E. Palmer |
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| Affiliation: | 1. Department of Psychology, Graduate School of Humanities and SociologyThe University of Tokyo;2. Department of Cognitive, Linguistic, and Psychological SciencesBrown University;3. Department of Psychology, College of Contemporary PsychologyRikkyo University;4. Department of PsychologyUniversity of California, Berkeley |
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| Abstract: | We investigated cultural differences between U.S. and Japanese color preferences and the ecological factors that might influence them. Japanese and U.S. color preferences have both similarities (e.g., peaks around blue, troughs around dark‐yellow, and preferences for saturated colors) and differences (Japanese participants like darker colors less than U.S. participants do). Complex gender differences were also evident that did not conform to previously reported effects. Palmer and Schloss's (2010) weighted affective valence estimate (WAVE) procedure was used to test the Ecological Valence Theory's (EVT's) prediction that within‐culture WAVE‐preference correlations should be higher than between‐culture WAVE‐preference correlations. The results supported several, but not all, predictions. In the second experiment, we tested color preferences of Japanese–U.S. multicultural participants who could read and speak both Japanese and English. Multicultural color preferences were intermediate between U.S. and Japanese preferences, consistent with the hypothesis that culturally specific personal experiences during one's lifetime influence color preferences. |
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| Keywords: | Color preference Ecological Valence Theory Cross‐cultural differences Gender differences |
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