Why the bride wears white: Grounding gender with brightness

Two studies examine the grounding of gender by the alignment of the female–male with the bipolar dimension of light–dark (most likely due to sexual dimorphism in skin pigmentation). We hypothesized and showed that in a speeded classification task male names are processed faster when they are presented in a black typeface (Exp. 1) or a dark color (Exp. 2) than when they are presented in white or a light color, with the opposite pattern for female names. The applied relevance of these findings is investigated in study 3 where lightness and darkness of consumables are revealed to drive gender specific preferences for foods and drinks, with the lighter consumables being female and darker ones being male preferences. Study 4 shows that gender preferences for consumer goods are uniformly driven by whether the good is in black or white, the former being male and the latter being female preference. The implications of these findings are discussed for theory formation in relation to the grounding of abstract concepts and in terms of how to design targeted marketing of products.     

Sex-Dimorphic Color Preference in Children with Gender Identity Disorder: A Comparison to Clinical and Community Controls

The present study was designed to assess sex-dimorphic color preferences in children with gender identity disorder (47 boys, 18 girls), clinical controls (65 boys, 35 girls), and community controls (65 boys, 35 girls). The mean age of the children was 7.63 years (range?=?3–12 years). Children were shown a hexagon-shaped display of 144 colors extracted from PowerPoint?. Each child was asked to choose his or her three favorite colors (Trials 1–3) by pointing to them, naming them, and then to provide a justification for each choice. From the entire array, children labeled a total of 11 different colors: black, blue, brown, gray, green, orange, pink, purple, red, white, and yellow. For three of the colors (blue, pink/purple, and red), there was evidence for normative sex differences in color preference, and, for the colors blue and pink/purple, the gender-referred children showed inverted patterns of color preference. For the color blue, luminance values showed that the gender-referred boys and control girls preferred lighter shades, whereas the gender-referred girls and control boys preferred darker shades. Qualitative analysis indicated that gender-specific justifications were uncommon, even for the sex-dimorphic colors. Gender-referred children showed inverted gender-stereotyped color preferences, which are likely related to their more general pattern of cross-gender identification. Principles of gender-differentiated development derived from gender-schema theory are used to explain the group differences in color preferences.     

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.     

The Color of Sin: White and Black Are Perceptual Symbols of Moral Purity and Pollution

ABSTRACT— Three studies examined automatic associations between words with moral and immoral meanings and the colors black and white. The speed of color naming in a Stroop task was faster when words in black concerned immorality (e.g., greed ), rather than morality, and when words in white concerned morality (e.g., honesty ), rather than immorality. In addition, priming immorality by having participants hand-copy an unethical statement speeded identification of words in the black font. Making immorality salient in this way also increased the moral Stroop effect among participants who had not previously shown it. In the final study, participants also rated consumer products. Moral meanings interfered with color naming most strongly among those participants who rated personal cleaning products as especially desirable. The moderation of the moral Stroop effect by individual differences in concerns about personal cleanliness suggests that ideas about purity and pollution are central to seeing morality in black and white.     

Sharing behavior and racial preference in children

Three groups of white children, 43 preschoolers and first-graders, 46 third-graders, and 44 fifth-graders, were asked to choose either a white child or a black child as a recipient of sharing and also as a companion for several social interaction situations ordered for social distance. The preschoolers and first-graders preferred to share and interact socially with the white child. The third-graders and the fifth-graders displayed a weaker preference for the white child over the black child on the sharing task, no preference in situations of high social distance, and a preference for the white child in situations of low social distance. The results from ancillary measures suggested that the choices of the younger children were motivated by a generalized color preference but that the choices of the older children were guided by an awareness of the social meaning of racial categories.The investigation was supported by the Research Advisory Council of East Tennessee State University.     

Effects of awe on consumer preferences for healthy versus unhealthy food products

This research investigates how a discrete positive emotion (awe) impacts consumers' decisions on food choices. We probe and demonstrate that the experience of awe enhances consumer preferences for healthy versus unhealthy products. In a series of three studies, we find that awe, compared with a neutral emotion, increases consumers' likelihood to choose healthy products over unhealthy products (Study 1). Consumers' processing styles drive the observed awe effect (Study 2), whereby awe increases reliance on analytic processing, which leads to preferences for healthy products. Moreover, the experience of awe exerts a stronger influence on product choices among consumers with a chronic intuitive rather than analytic processing style (Study 3). Theoretical contributions to the research on awe, information processing, and healthy food preference, as well as practical implications for consumers and marketers, are discussed.     

Achromatic color categories

Sternheim and Boynton’s (1966) continuous judgmental color-naming technique was used to assess the elemental nature of achromatic colors. Results from three subjects indicate that the names “black” and “white” are necessary and sufficient to describe achromatic test lights associated with the name “gray.” On the basis of the criteria that establishes a color as elemental, black and white were confirmed as elemental, whereas gray was not. These findings support the assumption of various opponent processing models that there are only two elemental achromatic sensations. In addition, the results support Hering’s (1920) view that black and white differ from the paired-chromatic opponent colors in that they are not mutually exclusive.     

Constitutional biases in early perceptual learning: I. Preferences between colors, patterns, and composite stimuli of colors and patterns in genetically manipulated and imprinted quail chicks (C. coturnix japonica)

Bidirectional genetic selection of quail for early color preferences, for eighteen generations, resulted in nearly perfect choices of blue over red in one and red over blue in the other selected line. It also enhanced the preference of a grated over a dotted black-and-white pattern. Color and pattern preferences in hybrids of selected and control lines fell back to about halfway between parental values. Choices between composite stimuli of colors and patterns indicated summation of the respective, genetically influenced preference values, with partial dominance of color over pattern effects. Exposure to colors modified color choices. Exposure to colored patterns likewise modified color choices, but it did not change, or only marginally changed, choices between patterns. The phenotypic expression of this selective learning, however, was influenced by the genetically manipulated preference values and preference combinations of colors and patterns in the stimuli with which postexposure performances were tested. Overall, the data highlighted the need for concepts that would discriminate between the developmental and the episodic expression of genetic influences and genotype--environment interactions in behavior.     

Adding the dimension of color to computer-generated displays

A low-cost system that permits existing computer-generated displays on a black and white CRT display to be reproduced in one of several colors on a color TV receiver is described. A black and white TV camera monitors the computer display, and the camera RF signal is sent to the color TV receiver, which has its three color guns under computer control through an interface unit described herein. In a simple on or off arrangement using three computer output relays, seven distinct and readily identifiable colors are available. With the use of D/A converters, the interface unit is voltage controlled, permitting both faster control and many more hues to be obtained.     

Effectiveness of color in picture recognition memory

Investigations were conducted into the effectiveness of color in picture recognition memory. In the study phase, half of the pictures were presented in color and the other half in black and white. In the test phase, half were presented in the same color mode as the study pictures and the other half in the other mode. In immediate and 1-week-delayed tests, the recognition performance was highest when color pictures were used in both the study and test phases. The recall for the color mode of the study pictures, however, was not as good, even with the color pictures. This suggests that the effectiveness of color in picture recognition is not necessarily due to the memory for colors in the pictures themselves, but is probably due to the distinctiveness of features highlighted by the colors. We also found that in the recall performance for the color mode it was more difficult to detect the deletion of colors than to detect their addition.     

Moving Onwards: An Action Continuation Strategy in Finding the Way

In four studies, we examined people's strategies when deciding between multiple routes of equivalent length in way‐finding tasks. The results reveal the important role of continuing behavior when faced with a choice from multiple viable routes. After affirming the existence of asymmetric preferences for alternatives (Studies 1 and 2), we observed that variations of simple known‐environment mazes supported action continuation as prevailing process over alternative strategies such as preference for long initial path segments, paths with a least deviating angle, and a modified hill climbing strategy (Study 3). Moreover, asymmetric preferences disappeared with the absence of initial behavior to inform subsequent decision making (Study 4). Results are discussed within the context of decision making, navigation strategies, and everyday life path finding. Copyright © 2014 John Wiley & Sons, Ltd.     

Role of color in perception of attractiveness

In this color study females reported a favorite color significantly more often than males. Males preferred bright colors significantly more than females, with a converse finding for preference for soft colors. The 276 subjects, when asked to evaluate the attractiveness of stimulus models in photographs, gave as the reason color significantly more often than style of clothing or facial expressions. Subjects significantly concurred with expert choices of recommended and nonrecommended colors in five of the six sets of photographs. This study lends credence that wearing recommended colors makes a difference in judgments of what looks best by subjects over the age of 12.     

Emotions within reason: Resolving conflicts in risk preference

This research focused on differential effects of emotional and rational preferences in decision making and how people resolve conflicting risk preferences caused by inconsistency between their emotional reactions to and rational assessment of a risk problem. In addition, effects of the framing of choice outcomes on emotional, rational, and overall risk preferences were examined. Adopting a within-subjects design, Study 1 showed that the emotional choice preference was often the opposite of the rational choice preference and was more risk-seeking than the rational preference. The overall favourability rating for a chosen option was significantly higher when the emotional choice and rational choice were the same than when they were opposed. Emotional preferences were significantly more susceptible than rational preferences to the hedonic tone of risky choice framing. The overall preference was a compromise of the conflicting emotional and rational preferences in some risk domains, and resembled either the emotional preference or the rational preference in other risk domains. Study 2, using a between-subjects manipulation, further confirmed that emotional preference and rational preference had differential effects on risky choice.     

Perceptions of and Preferences for Skin Color,Black Racial Identity,and Self‐Esteem Among African Americans1

The purpose of the present study was to examine the role of skin color (i.e., lightness–darkness), as it pertains to racial identity development theory and self‐esteem among 113 African American college students of various skin colors. Findings revealed that the sample preferred skin color of a medium tone, rather than exhibiting self‐preference for either lighter or darker skin tones. There was also a significant relationship between one's perceptions of and preferences for his or her skin color and the skin tones idealized by others (e.g., opposite gender, family). Lighter skin color was positively related to higher levels of racial identity attitudes (immersion/emersion); the more satisfied darker skinned individuals were with their skin color, the lower their self‐esteem, and gender differences existed in perceptions of others’ preferences for skin color. Implications of this study for providing therapeutic clinical services and fostering the healthy psychological development of African American men, women, and children are discussed.     

Social preference of female gerbils (Meriones unguiculatus) as influenced by coat color of males

Female gerbils (Meriones unguiculatus) of three distinct coat colors (agouti, black, and sandy or pink-eyed dilution) were tested in a Y-maze whose arms led to compartments containing unfamiliar male gerbils of varying coat colors. The stimulus animals were separated from the females by a Plexiglas door. The trials lasted for 2 min and each female was exposed to the following four combinations: two males of the same coloring as the female; one male of the same color and another of a different color from the female; both males of different color from the female. The number of crossings to the left and right arms was relayed by photocells to an IBM PC computer. The results indicate that agouti females preferred visiting the arm occupied by agouti males while those of the other coat colors showed no preference for the "wild-type" males. Instead, sandy and black female gerbils preferred to be in proximity with those of non-wild types.     

患者的药物颜色偏好

本研究比较了患者的一般颜色与药物颜色偏好的不同,探究患者对药物颜色的态度及服药时间对二者的影响。通过对699名患者的调查发现,其一般颜色偏好仍是蓝、红、绿、紫、黄,但药物颜色偏好紫色。与深色相比,患者更偏好浅色药物。患者认为药物颜色的作用主要是区分药物种类,而且服药时间越久,对这种功能的需求越强。这些结果支持了生态效价理论,并有很重要的实用价值。药物颜色偏好的其它影响因素和心理效应是未来研究的方向。     

Aesthetic preferences for the unity ratio resist the influence of color illusions

The addition of color produces an extension of previous research examining aesthetic preferences for proportional relationships. To date, most favored preferences have been for the unity (1:1) and golden section (1.618:1) ratios. Two experiments examined preferences in and assessed the accuracy of areajudgments for divided figures that varied in saturation contrast and were presumed to present a complementary color illusion. Regardless of colors, saturation contrast, direction of division, or area-to-area ratio, participants were accurate in locating the boundary between the two areas of the divided figure, and preferences for the unity ratio dominated as the most preferred ratio. There was no notable interest in the golden section ratio. Looking at the world through colored glasses seems not to interfere with a preference for symmetry, as produced by the unity ratio.     

When colors backfire: The impact of color cues on moral judgment

This article investigates if and how the valence of color cues affects moral acceptability of (un)desirable consumer behaviors. Study 1 uses colors with definite differences in terms of valence, namely, red and green. Study 2 applies an evaluative conditioning paradigm to endow initially neutral colors with negative versus positive valences. We find an ironic color effect: undesirable behaviors become more acceptable when presented with negatively valenced colors. In general, respondents find (un)desirable behaviors more acceptable when a background color is of the same valence rather than neutral or opposite in valence. Implications for promotion and prevention campaigns are discussed.     

Cognitive factors in the development of sex-typed preferences

This study considered how children coordinate their understandings of gender identity and sex stereotypes to produce sex-typed preferences. Sex-typed preferences and gender constancy were assessed at ages 4 through 8 years on a cross section of urban black and white children (N=819). Findings verified that sex-stereotyped preferences are highly developed among young children prior to the period when gender constancy is fully developed. Additionally, by age 5, most children accurately attributed sex-stereotyped preferences to peers of the opposite sex. A distinction was made between a sex stereotype and a same-sex bias as a basis for a sex-typed preference. Gender constancy was shown to strengthen the same-sex bias as a determinant of a sex-typed preference, but this effect was context specific. Under certain conditions sex-stereotyped knowledge constrained the same-sex bias as a determinant of preferential choice.     

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.