The politics of color: Preferences for Republican red versus Democratic blue

The present study reveals that Election Day differentially affects the color preferences of US Republicans and Democrats. Voters’ preferences for Republican red and Democratic blue were assessed, along with several distractor colors, on and around the 2010 interim and 2012 presidential elections. On non-Election Days, Republicans and Democrats preferred Republican red equally, and Republicans actually preferred Democratic blue more than Democrats did. On Election Day, however, Republicans’ and Democrats’ color preferences changed to become more closely aligned with their own party’s colors. Republicans liked Republican red more than Democrats did, and no longer preferred Democratic blue more than Democrats did. These results are consistent with the hypothesis that color preferences are determined by people’s preferences for correspondingly colored objects/entities (Palmer & Schloss in Proceedings of the National Academy of Sciences 107:8877–8882, 2010). They further suggest that color preferences are calculated at a given moment, depending on which color–object associations are currently most activated or salient. Color preferences are thus far more dynamic and context-dependent than has previously been believed.     

How self-evaluations relate to being liked by others: integrating sociometer and attachment perspectives

What is the relation between self-evaluation and being liked by others? Does being liked by others lead to more positive self-evaluations (as in sociometer theory), or do positive self-evaluations lead to being liked more (self-broadcasting)? Furthermore, what might affect the extent to which self-evaluations are influenced by likability (and vice versa)? The purpose of the present study was twofold. First, it used a naturalistic design to test the direction of the effect between social self-evaluations and others' judgments of likability in real relationships. Second, it examined how individual differences in attachment avoidance and anxiety relate to self-evaluations and likability and whether attachment differences moderate the relation between the two. Social self-evaluations, actual interpersonal liking, and attachment were assessed in participants taking part in a longitudinal group study. The findings supported the sociometer theory: Being liked by others led to more positive self-evaluations. Both anxious and avoidant attachment predicted lower self-evaluations, and anxious attachment predicted stronger reactions to others' liking (i.e., potentiated the sociometer). These findings have several implications for research on self-evaluation, adult attachment theory, and the importance of integrating interpersonal processes and individual differences.     

Gender Labels on Gender-Neutral Colors: Do they Affect Children’s Color Preferences and Play Performance?

Gender-typed color preferences are widely documented, and there has been increasing concern that they affect children’s play preferences. However, it is unclear whether such color preferences exist across cultures, how they have emerged, and how gender color-coding affects performance. Chinese preschoolers (n?=?126) aged 59 to 94 months were tested. First, we assessed their gender-typed color preferences using forced-choice tasks with color cards and pictures of neutral toys in gender-typed colors. Second, we tested if gender labels could affect color preferences by labeling two gender-neutral colors as gender-typed and assessed children’s liking for them using a rating task and a forced-choice task with pictures of neutral toys in the labeled colors. Third, we assigned children a tangram puzzle (i.e., a puzzle using geometric pieces) painted either in the gender-appropriate or gender-inappropriate color and measured the number of pieces they completed and their speed. Results showed that Chinese children exhibited the same gender-typed color preferences as Western children did. Moreover, applying gender labels amplified a gender difference in color preferences, thus providing direct and strong evidence for the social-cognitive pathway underlying gender-typed preferences. Finally, color-coding as gender-appropriate or -inappropriate had no impact on performance but the gender labels improved boys’ performance. These results add to knowledge on how gender-related information affects children’s responses to the social world and suggest that the current gender color divide should be reconsidered.     

Effects of university affiliation and “school spirit” on color preferences: Berkeley versus Stanford

The ecological valence theory (EVT) posits that preference for a color is determined by people’s average affective response to everything associated with it (Palmer & Schloss, Proceedings of the National Academy of Sciences, 107, 8877–8882, 2010). The EVT thus implies the existence of sociocultural effects: Color preference should increase with positive feelings (or decrease with negative feelings) toward an institution strongly associated with a color. We tested this prediction by measuring undergraduates’ color preferences at two rival universities, Berkeley and Stanford, to determine whether students liked their university’s colors better than their rivals did. Students not only preferred their own colors more than their rivals did, but the degree of their preference increased with self-rated positive affect (“school spirit”) for their university. These results support the EVT’s claim that color preference is caused by learned affective responses to associated objects and institutions, because it is unlikely that students choose their university or develop their degree of school spirit on the basis of preexisting color preferences.     

Color preferences change after experience with liked/disliked colored objects

How are color preferences formed, and can they be changed by affective experiences with correspondingly colored objects? We examined these questions by testing whether affectively polarized experiences with images of colored objects would cause changes in color preferences. Such changes are implied by the ecological valence theory (EVT), which posits that color preferences are determined by people’s average affective responses to correspondingly colored objects (Palmer & Schloss, Proceedings of the National Academy of Sciences, 107, 8877–8882, 2010). Seeing images of strongly liked (and disliked) red and green objects, therefore, should lead to increased (and decreased) preferences for correspondingly colored red and green color patches. Experiment 1 showed that this crossover interaction did occur, but only if participants were required to evaluate their preferences for the colored objects when they saw them. Experiment 2 showed that these overall changes decreased substantially over a 24-h delay, but the degree to which the effect lasted for individuals covaried with the magnitude of the effects immediately after object exposure. Experiment 3 demonstrated a similar, but weaker, effect of affectively biased changes in color preferences when participants did not see, but only imagined, the colored objects. The overall pattern of results indicated that color preferences are not fixed, but rather are shaped by affective experiences with colored objects. Possible explanations for the observed changes in color preferences were considered in terms of associative learning through evaluative conditioning and/or priming of prior knowledge in memory.     

How do we select multiple features? Transient costs for selecting two colors rather than one,persistent costs for color–location conjunctions

In a previous study Lo, Howard, & Holcombe (Vision Research 63:20–33, 2012), selecting two colors did not induce a performance cost, relative to selecting one color. For example, requiring possible report of both a green and a red target did not yield a worse performance than when both targets were green. Yet a cost of selecting multiple colors was observed when selection needed be contingent on both color and location. When selecting a red target to the left and a green target to the right, superimposing a green distractor to the left and a red distractor to the right impeded performance. Possibly, participants cannot confine attention to a color at a particular location. As a result, distractors that share the target colors disrupt attentional selection of the targets. The attempt to select the targets must then be repeated, which increases the likelihood that the trial terminates when selection is not effective, even for long trials. Consistent with this, here we find a persistent cost of selecting two colors when the conjunction of color and location is needed, but the cost is confined to short exposure durations when the observer just has to monitor red and green stimuli without the need to use the location information. These results suggest that selecting two colors is time-consuming but effective, whereas selection of simultaneous conjunctions is never entirely successful.     

Rethinking social cognition in means-ends terms: A tale of two surprises

The resurgence of motivation science in recent decades ushers in a new functionalism whereby behavior, cognition and emotion are viewed as means to specific goals. Two classic social psychological issues are analyzed from the means-ends perspective: (1) humans’ alleged need (or drive) for cognitive consistency, and (2) the notion that attitudes drive behavior. A careful conceptual analysis yields, contrary to received views, that cognitive consistency, rather than constituting a general need or goal, represents instead a means of knowledge validation. Consequently, the degree to which inconsistency is experienced as aversive depends on the desirability of the knowledge that is being invalidated. Furthermore, the notion that attitudes directly drive behavior is contested on the grounds that attitudes (i.e., liking) must transmute into wanting and wanting must transmute into a (dominant) goal for behavior to be initiated. Major theories of attitude-behavior relations are discussed from this perspective and their supportive evidence is reinterpreted in the present means-ends terms.     

Self-focused attention and reactions to conflicting standards

A fundamental postulate of self-awareness theory that has received considerable empirical support is that self-focused attention increases behavioral consistency with “standards of correctness.” This appears to be true whether the standards are internal (such as attitudes or values) or external (e.g., norms). There is some question, however, as to what happens in situations in which an important personal standard conflicts with a salient external standard. Research by E. Diener and T. K. Srull (Journal of Personality and Social Psychology, 1979, 37, 413–423) has suggested that under such circumstances the social standard is likely to predominate. However, there is reason to believe that the standards employed in their study may not have been very salient nor very important to the subjects. In the present experiment, subjects with either conservative or liberal sexual attitudes were exposed to information suggesting a prevailing norm of sexual liberalism. They were then asked to respond to a number of sexual and nonsexual attitude measures while their attention was or was not self-directed by means of a mirror. Primary results indicated that self-awareness enhanced conformity to the social standard (as in Diener & Srull, 1979) for the conservative subjects; however, correlational analyses within the self-focused and non-self-focused conditions indicated that self-aware subjects did not “abandon” their personal standards when responding to the conformity pressure. Instead, their responses tended to be more in line with their previously expressed attitudes than did the responses of the non-self-focused group. Results are discussed in terms of the effects of self-awareness on reactions to potent, but conflicting behavioral standards.     

Chromatic information processing: Rate depends on stimulus location in the category and psychological complexity

Summary Colors are typically categorized, and color sensations can be conceived to lie on a continuum of psychological complexity from simple, sensations provoked by colors that fall near the centers of color categories and that convey predominately a single percept (like blue), to complex, sensations provoked by colors that fall near boundaries between color categories and that convey two percepts (like blue-green). In three experiments we assessed the effect of the location of colors in a category (their psychological complexity) on the rate at which observers identified and classified them. In Experiment 1, observers named category center colors faster than boundary colors. A subsidiary experiment with range-shifted stimuli showed that observers were not merely bisecting a stimulus continuum. In Experiment 2, observers classified a variety of category centers more rapidly than a variety of boundaries. In Experiment 3, observers who first practiced classifying color centers or boundaries as such later classified category centers faster than boundaries. A subsidiary experiment showed that this differential was not selective to particular response category labels. Neither Experiment 2 nor Experiment 3 showed any differential effect of visual field of presentation. The advantage of category center or simple over boundary or complex sensations in chromatic information processing is discussed in terms of the physiological sensitivity of the visual system to color.     

Consumer preferences for color combinations: An empirical analysis of similarity-based color relationships

In this paper, we examine aesthetic color combinations in a realistic product self-design task using the NIKEiD online configurator. We develop a similarity-based model of color relationships and empirically model the choice likelihoods of color pairs as a function of the distances between colors in the CIELAB color space. Our empirical analysis reveals three key findings. First, people de-emphasize lightness and focus on hue and saturation. Second, given this shift in emphasis, people generally like to combine colors that are relatively close or exactly match, with the exception that some people highlight one signature product component by using contrastive color. This result is more consistent with the visual coherence perspective than the optimal arousal perspective on aesthetic preference. Third, a small palette principle is supported such that the total number of colors used in the average design was smaller than would be expected under statistical independence.     

Ambiguous-cue learning in preschool children: A test of the dimensional characteristics of task stimuli

Sixteen preschool children were administered a two-choice discrimination problem consisting of three stimulus compounds: the consistently rewarded stimulus, the consistently nonrewarded stimulus, and the ambiguous stimulus which was nonrewarded when paired with the positive, but rewarded when paired with the negative. When both pair of stimuli, positive-ambiguous and negative-ambiguous, were presented together the subject was required either to choose or to avoid the ambiguous stimulus depending upon the stimulus with which it was paired. In Experiment 1, when each of three stimuli (positive, negative, ambiguous) varied along one nonspatial cue dimension (color), performance was better on negative-ambiguous trials than positive-ambiguous trials. In Experiment 2, when the positive and negative stimuli varied along three nonspatial cue dimensions (colors and form) and the ambiguous stimulus varied along one of these dimensions (color), superior positive-ambiguous over negative-ambiguous performance was obtained. These findings complement those reported for other subjects and confirm Berch's (D. B. Berch, Learning and Motivation, 1974, 5, 135–148) predictions regarding use of differential numbers of cue dimensions.     

The relationship between color–object associations and color preference: Further investigation of ecological valence theory

Ecological valence theory (EVT; Palmer & Schloss, Proceedings of the National Academy of Sciences 107:8877–8882, 2010) proposes that color preferences are due to affective responses to color-associated objects: That is, people generally like colors to the degree that they like the objects associated with those colors. Palmer and Schloss found that the average valence of objects associated with a color, when weighted by how well the objects matched the color (weighted affective valence estimates: WAVE) explained 80% of the variation in preference across colors. Here, we replicated and extended Palmer and Schloss’s investigation to establish whether color–object associations can account for sex differences in color preference and whether the relationship between associated objects and color preference is equally strong for males and females. We found some degree of sex specificity to the WAVEs, but the relationship between WAVE and color preference was significantly stronger for males than for females (74% shared variance for males, 45% for females). Furthermore, analyses identified a significant inverse relationship between the number of objects associated with a color and preference for the color. Participants generally liked colors associated with few objects and disliked colors associated with many objects. For the sample overall and for females alone, this association was not significantly weaker than the association of the WAVE and preference. The success of the WAVE at capturing color preference was partly due to the relationship between the number of associated objects and color preference. The findings identify constraints of EVT in its current form, but they also provide general support for the link between color preference and color–object associations.     

Failure to replicate the Mehta and Zhu (2009) color-priming effect on anagram solution times

Mehta and Zhu (Science, 323, 1226–1229, 2009) hypothesized that the color red induces avoidance motivation and that the color blue induces approach motivation. In one experiment, they reported that anagrams of avoidance motivation words were solved more quickly on red backgrounds and that approach motivation anagrams were solved more quickly on blue backgrounds. Reported here is a direct replication of that experiment, using the same anagrams, instructions, and colors, with more than triple the number of participants used in the original study. The results did not show the Mehta and Zhu color-priming effects, even though statistical power was sufficient to detect the effect. The results call into question the existence of their color-priming effect on the solution of anagrams.     

Congruency,consistency, and differentiation of vocational interests as predictors of vocational satisfaction and preference stability

The Ramak interest inventory (Meir, E. I. Manual for the Ramak and Courses interest inventories, 1975; Barak, A. & Meir, E. I. Journal of Vocational Behavior, 1974, 4, 377–387), together with an occupational choice satisfaction (OCS) inventory, was administered to 158 males and 202 females who had responded to the Ramak 7 years before. The results of the study show: (a) congruence (Holland, J. L. Making vocational choices, 1973) correlated positively with males' and females' OCS (p < .01), while consistency and differentiation correlated with males' OCS when vocational interests were congruent with occupational field; (b) congruency, consistency, and differentiation all had a positive effect on OCS of males (p < .05); (c) when there was incongruency, no negative correlations between consistency and differentiation on the one hand and OCS on the other were found; (d) for males and females, positive correlations (p < .05) were found between congruency, consistency, differentiation, and stability of occupational interests; and (e) differentiation measured in percentages was found valid twice. Theoretical and practical implications of the findings are discussed.     

The personality traits of liked people

There is surprisingly little understanding of how personality traits are associated with being generally liked by others after adolescence (Ozer & Benet-Martinez, 2006). We examined the relationship between self-reported personality traits and being generally liked in young adulthood in Greek organizations and freshman dormitories. We found a high level of consistency in which traits were associated with being liked. We examined the relationship between liked and socially desirable traits, using a recent theory on agency and communion (Wojciszke, Abele, & Baryla, 2009). Results help to create a personality profile of the person who is more liked by others, especially pointing to the importance of communal characteristics that are associated with behavior benefiting others.     

Why Saturday could be both green and red in synesthesia

It has long been observed that certain words induce multiple synesthetic colors, a phenomenon that has remained largely unexplored. We report here on the distinct synesthetic colors two synesthetes experienced with closed sets of concepts (digits, weekdays, months). For example, Saturday was associated with green, like other word starting with s; however, Saturday also had its specific color (red). Auditory priming and Visual Color Stroop tasks were used to understand the cognitive mechanisms supporting the distinct synesthetic colors. Results revealed that processing of word segments and whole words was specifically involved in each type of synesthetic colors. However, these mechanisms differed between participants, as they could relate either to orthography (and written words) or phonology (and spoken words). Further differences concerned the word representations, which varied as to whether or not they encoded serial positions. In addition to clarifying the cognitive mechanisms underlying the distinct synesthetic colors, our results offer some clues for understanding the neurocognitive underpinnings of a rather common form of synesthesia.     

Contingent capture in cueing: the role of color search templates and cue-target color relations

Visual search studies have shown that attention can be top-down biased to a specific target color, so that only items with this color or a similar color can capture attention. According to some theories of attention, colors from different categories (i.e., red, green, blue, yellow) are represented independently. However, other accounts have proposed that these are related—either because color is filtered through broad overlapping channels (4-channel view), or because colors are represented in one continuous feature space (e.g., CIE space) and search is governed by specific principles (e.g., linear separability between colors, or top-down tuning to relative colors). The present study tested these different views using a cueing experiment in which observers had to select one target color (e.g., red) and ignore two or four differently colored distractors that were presented prior to the target (cues). The results showed clear evidence for top-down contingent capture by colors, as a target-colored cue captured attention more strongly than differently colored cues. However, the results failed to support any of the proposed views that different color categories are related to one another by overlapping channels, linear separability, or relational guidance (N = 96).     

Seasonal Variations in Color Preference

We investigated how color preferences vary according to season and whether those changes could be explained by the ecological valence theory (EVT). To do so, we assessed the same participants’ preferences for the same colors during fall, winter, spring, and summer in the northeastern United States, where there are large seasonal changes in environmental colors. Seasonal differences were most pronounced between fall and the other three seasons. Participants liked fall‐associated dark‐warm colors—for example, dark‐red, dark‐orange (brown), dark‐yellow (olive), and dark‐chartreuse—more during fall than other seasons. The EVT could explain these changes with a modified version of Palmer and Schloss’ (2010) weighted affective valence estimate (WAVE) procedure that added an activation term to the WAVE equation. The results indicate that color preferences change according to season, as color‐associated objects become more/less activated in the observer. These seasonal changes in color preferences could not be characterized by overall shifts in weights along cone‐contrast axes.     

The interaction of synesthetic and print color and its relation to visual imagery

Synesthetic color induced by graphemes is well understood to be an automatic perceptual phenomenon paralleling print color in some ways, but also differing in others. We addressed this juxtaposition by asking how synesthetes are affected by synesthetic and print colors that are the same. We tested two groups of grapheme–color synesthetes using a basic color-priming method in which a grapheme prime was presented, followed by a color patch (probe), the color of which was to be named as quickly and accurately as possible. The primes induced either no color, print color only, synesthetic color only, or both forms of color (e.g., a letter “A” printed in red that also triggered synesthetic red). As expected, responses to name the probe color were faster if it was congruent with the prime color than if it was incongruent. The new finding (Exp. 1) was that a prime that induced the same print and synesthetic colors led to substantially larger priming effects than did either type of color individually, an effect that could not be attributed to semantic priming (Exp. 2). In addition, the synesthesia effects correlated with a standard measure of visual imagery. These findings are discussed as being consistent with the hypothesis that print and synesthetic color converge on similar color mechanisms.