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.     

Japanese north–south gradient in IQ predicts differences in stature,skin color,income, and homicide rate

Regional differences in IQ are estimated for 47 prefectures of Japan. IQ scores obtained from official achievement tests show a gradient from north to south. Latitudes correlate with height, IQ, and skin color at r = 0.70, 0.44, 0.47, respectively. IQ also correlates with height (0.52), skin color (0.42), income (0.51) after correction, less homicide rate (− 0.60), and less divorce (− 0.69) but not with fertility infant mortali'ty. The lower IQ in southern Japanese islands could be attributable to warmer climates with less cognitive demand for more than fifteen hundred years.     

Great apes’ performance in discriminating weight and achromatic color

Much work has been done on visual discrimination in primates over the past decade. In contrast, very little is known about the relevance of non-visual information in discrimination learning. We investigated weight and achromatic color (color, henceforth) discrimination in bonobos, gorillas and orangutans, using the exchange paradigm in which subjects have to give objects to the experimenter in order to receive a reward. Unlike previous studies, subjects were not trained to lift objects because lifting the objects was an integral part of the exchange procedure. This methodology also allowed us a direct comparison between visual and weight discrimination. We presented 12 subjects (5 bonobos, 2 gorillas and 5 orangutans) with two sets of objects corresponding to two conditions. The objects in the color condition (white/black) differed only in color and those in the weight condition (light/heavy) differed only in weight. Five apes learned to discriminate weight and six to discriminate color. Subjects learned color discrimination faster than weight discrimination. Our results suggest that bonobos and orangutans are sensitive to differences in weight and able to learn discriminating objects that differ in this property.     

What can we learn from toddlers about categorical perception of color? Comments on Goldstein, Davidoff, and Roberson

We comment on Goldstein, Davidoff, and Roberson’s replication and extension (Journal of Experimental Child Psychology, 102, 219-238 [2009]) of our study of the effect of toddlers’ color term knowledge on their categorical perception (CP) of color (Journal of Experimental Child Psychology, 90, 114-141 [2005]). First, we discuss how best to assess color term knowledge when concerned with the effects of language on color CP. A reanalysis of our data indicates that even toddlers who do not know the terms for the relevant focal colors still show CP. Second, we comment on Goldstein and colleagues’ finding of blue-purple CP, as we did, but not of blue-green CP in Himba toddlers. We present contrasting data from Wright (unpublished PhD thesis, University of Surrey, 2006) that demonstrates blue-green CP in Himba toddlers. Finally, we discuss the limitations of the approach taken by all of these investigations and discuss theoretical accounts of the origin and nature of color CP.     

Interaction between color and attentional level in children’s conflict control

Cognitive Processing - Perception of color can affect cognition and behavior in humans. Although there has been increasing interest in the effect of red on cognitive performance in adults, little...     

Is there evidence for automatic processing of spatial and color attributes present in pictures and words?

The current experiment studies evidence for automatic processing of color and spatial dimensions present in matched pictures and words. Subjects studied four lists of either line drawings or matched words that varied in color (red or green) and position (left or right side), under one of four encoding conditions. Subjects were instructed to encode (1) only the item, (2) the item and its color, 13) the item and its position, or (4) the item and both color and position. All subjects participated in an unexpected final recognition task in which item recognition and recall for both attributes, regardless of original encoding instructions, we:re examined. Color memory appeared to be effortful for both pictures and words, as it was at chance level unless subjects were specifically instructed to encode the information. Position was most poorly recalled when subjects attended only to item information, but memory for this dimension was well above chance in all encoding conditions. The position of the line drawings was better recalled than the position of the words. The implications of these results for Hasher and Zacks’ (1979) model of automatic processes is discussed.     

Are color experiences representational?

The dominant view among philosophers of perception is that color experiences, like color judgments, are essentially representational: as part of their very nature color experiences possess representational contents which are either accurate or inaccurate. My starting point in assessing this view is Sydney Shoemaker’s familiar account of color perception. After providing a sympathetic reconstruction of his account, I show how plausible assumptions at the heart of Shoemaker’s theory make trouble for his claim that color experiences represent the colors of things. I consider various ways of trying to avoid the objection, and find all of the responses wanting. My conclusion is that we have reason to be skeptical of the orthodox view that color experiences are constitutively representational.     

TDQ-60 – a color picture-naming test for adults and elderly people: validation and normalization data

Word-finding difficulties are usually assessed with picture-naming tests. In this article, we present the TDQ-60, a new test designed to assess acquired lexical access deficits, taking into account semantics and psycholinguistic variables. The article includes three studies. Study 1 describes the development phase of the TDQ-60. In study 2, healthy control participants and individuals with a diagnosis of the semantic variant of primary progressive aphasia were assessed to establish the convergent and discriminant validity of the TDQ-60. Finally, in Study 3, a group of 305 young and elderly French-speaking adults from Quebec were assessed in order to provide normative data. The results demonstrate that the TDQ-60 has good convergent validity and good discriminant validity. This study also provides normative data in which were considered the effect of age and education.The TDQ-60 is a new valid picture-naming test, controlled for psycholinguistic variables and designed to identify the influence of semantics on lexical access in spoken production.     

Inhibitory effects of repeating color and shape: inhibition of return or repetition blindness?

There is a current debate regarding whether attention is influenced by stimulus attributes other than location. The present article replicates and extends previous findings that repeating the nonspatial attribute of color leads to a delay in target detection (M. B. Law, J. Pratt, & R. A. Abrams, 1995). Repetition disadvantage effects were found for the stimulus attributes of both color and shape, as well as for location. However, the nonspatial repetition disadvantage disappeared if the stimuli were presented in peripheral locations (Experiments 3a, 3b, and 4) or the cue was presented for 50 ms (Experiment 6). Moreover, the magnitude of the repetition disadvantage tended to decline as the cue-target stimulus-onset asynchrony increased (Experiments 5a, 5b, and 6). These results suggest that a repetition blindness mechanism may underlie the repetition disadvantage effects of nonspatial features, rather than an inhibition of return mechanism.     

Is location cueing inherently superior to color cueing? Not if color is presented early enough

A possible source for the advantage of location cueing over non-spatial cueing is that orienting attention by a location cue is feasible prior to stimulus onset, whereas that is normally not the case with orienting by a non-spatial cue. To examine how critical that source is for observing an advantage, we eliminated it: In a color-preview condition, subjects were to detect a target presented on the background of one of two differently colored circles (where color-location assignment was random). In a no-preview condition, the circles were both gray, but the target was either red or green (where color assignment was random). Cue type (location vs color) was also manipulated. The color preview in Experiment 1 (in which color onset preceded cue onset) was found helpful: Whereas a substantial disparity in validity effects of the two cue types was obtained with no preview, no significant difference was found when a color preview was introduced. The validity effects of both cue types were found to be about the same also in Experiment 2, in which color onset was exactly synchronized with cue onset, and SOA was manipulated. Furthermore, the absence of an SOA x cue type interaction indicated that the time course of the color cue validity did not lag after the time course of the location cue validity, which seems incompatible with the hypothesis that a color cue cannot affect orienting without first computing a location from it prior to cue onset. Overall, the results suggest that the time course of color cueing is not inherently different from that of location cueing once its main disadvantages are removed.     

Do isoluminant color changes capture attention?

Four experiments are reported in which the effects of peripheral cues on visual orienting were investigated. In the luminance condition, the cues consisted of a peripheral change in stimulus luminance. In the isoluminance condition, the cues consisted of an isoluminant color change, using the transient tritanopic technique. In Experiments 1 and 2, it was found that peripheral luminance cues captured attention, whereas peripheral isoluminance cues did not. In Experiments 3 and 4, the participants detected a peripheral target that was also isoluminant with the background. Under these conditions, it was found that both luminance and isoluminance cues captured attention. The results are discussed in terms of the roles of the dorsal and ventral streams in visual orienting, and it is concluded that our findings provide partial support for the contingent involuntary orienting hypothesis of C. Folk and colleagues.     

Visual attention and word recognition in stroop color naming: is word recognition "automatic"?

In Stroop color naming, color targets were accompanied by a color word or a color word plus a neutral word that reduces or "dilutes" the Stroop effect. Abrupt-onset cues called the focus of attention to one stimulus or another. Cuing influenced the size of the Stroop effect but never eliminated it. Unlike the Stroop effect itself, Stroop dilution from the neutral word could be eliminated, by cuing the color word. Focusing visual attention on the color word protected it from Stroop dilution; focusing visual attention on the neutral word did not prevent Stroop interference. Thus, spatial attention is a modulator, protecting visual data from crosstalk, but a word need not be the focus of visual attention to be recognized.     

Second-order mappings in grapheme–color synesthesia

Typically, the search for order in grapheme–color synesthesia has been conducted by looking at the frequency of certain letter–color associations. Here, we report stronger associations when second-order similarity mappings are examined—specifically, mappings between the synesthetic colors of letters and letter shape, frequency, and position in the alphabet. The analyses demonstrate that these relations are independent of one other. More strikingly, our analyses show that each of the letter–color mappings is restricted to one dimension of color, with letter shape and ordinality linked to hue, and letter frequency linked to luminance. These results imply that synesthetic associations are acquired as the alphabet is learned, with associations involving letter shape, ordinality, and frequency being made independently and idiosyncratically. Because these mappings of similarity structure between domains (letters and colors) are similar to those found in numerous other cognitive and perceptual domains, they imply that synesthetic associations operate on principles common to many aspects of human cognition.     

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.     

Dissecting stimulus–response binding effects: Grouping by color separately impacts integration and retrieval processes

In selection tasks, target and distractor features can be encoded together with the response into the same short-lived memory trace, or event file (see Hommel, 2004), leading to bindings between stimulus and response features. The repetition of a stored target or distractor feature can lead to the retrieval of the entire episode, including the response—so-called “binding effects.” Binding effects due to distractor repetition are stronger for grouped than for nongrouped target and distractor stimulus configurations. Modulation of either of two mechanisms that lead to the observed binding effects might be responsible here: Grouping may influence either stimulus–response integration or stimulus–response retrieval. In the present study we investigated the influences of grouping on both mechanisms independently. In two experiments, target and distractor letters were grouped (or nongrouped) via color (dis)similarity separately during integration and retrieval. Grouping by color similarity affected integration and retrieval mechanisms independently and in different ways. Color dissimilarity enhanced distractor-based retrieval, whereas color similarity enhanced distractor integration. We concluded that stimulus grouping is relevant for binding effects, but that the mechanisms that contribute to binding effects should be carefully separated.     

Education and Psycho-Utopianism—Comenius,Skinner, and Beyond

In the history of ideas some researchers have recently coined the term psycho-utopianism, denoting the notion that the ideal society presupposes a “new man,” that is, the psychological nature of man must change before society can change. Cultural studies have noted this line of thinking also within the so-called New Age movement. However, the notion of a New Age is not really new; it occurred already at the beginning of the Modern Epoch; in seventeenth-century Europe. At that time, the educational philosopher J. A. Comenius was writing his canonical work Didactica Magna and other texts on education, science, and philosophy, with the ultimate aim of contributing to a new world order. Comenius was one of the first modern educators to argue for a general education of both boys and girls irrespective of social class. Three hundred years later, B. F. Skinner suggested psychological methods of education and upbringing, also with the ultimate aim to transform society. In this article I will look closer at the similarities and differences between these two thinkers regarding their psycho-utopian notions. I will conclude with similar reflections on psycho-utopian tendencies in present discourses on information and communication technology (ICT) and education.     

When do stereotypes come to mind and when do they color judgment? A goal-based theoretical framework for stereotype activation and application

The authors describe a theoretical framework for understanding when people interacting with a member of a stereotyped group activate that group's stereotype and apply it to that person. It is proposed that both stereotype activation and stereotype application during interaction depend on the strength of comprehension and self-enhancement goals that can be satisfied by stereotyping one's interaction partner and on the strength of one's motivation to avoid prejudice. The authors explain how these goals can promote and inhibit stereotype activation and application, and describe diverse chronic and situational factors that can influence the intensity of these goals during interaction and, thereby, influence stereotype activation and application. This approach permits integration of a broad range of findings on stereotype activation and application.