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.     

Rod involvement in peripheral color processing

Abstract.— It has previously been suggested that rods act as blue receptors in peripheral color vision. Two experiments examining this issue were conducted. Experiment 1 investigated the perceived hue of a test light presented at a luminance level above chromatic threshold. At 8° in the periphery, the 500 nm test light was perceived as more blue under conditions of dark adaptation than after light adaptation. Similar differences were not found for foveal presentation. The increased blue in the periphery after dark adaptation was attributed to a rod contribution. In Experiment 2 an attempt was made to mix a rod contribution obtained with a 470 nm light below chromatic threshold, with a cone color obtained from a 670 nm light presented above chromatic threshold. No evidence was obtained to support the idea that a blue produced by rods stimulated below chromatic threshold could mix with a red produced by cones stimulated above chromatic threshold. The results are discussed in terms of a rod contribution to hue which is dependent on the luminance level of short wavelength stimulation.     

Control of pigeons' pecking by trace stimuli

In Experiment I, pigeons' pecking a white key was reinforced with grain when white was immediately preceded by a vertical white line on a green surround, but not by green alone. This procedure produced control of pecking by the line. Next, pecking white was reinforced after vertical line on green, but not after green alone or other orientations of the white line on green. The line-tilt dimension initially did not control pecking, a result that showed that interdimensional (line versus no line) training does not always result in dimensional control. Line-tilt control was eventually established but was accompanied by a decrease in interdimensional control. In Experiment II, interdimensional training, with or without a trace interval intervening between line on green or green alone and white, was followed by tests for line-tilt control. While interdimensional control was unaffected by the trace interval, line-tilt control tended to be less with the trace interval. This dissociation of interdimensional and dimensional control, as well as the failure of interdimensional training to produce dimensional control in Experiment I, suggests that the line stimulus is multidimensional.     

Discrimination of compound stimuli involving the presence or absence of a distinctive visual feature

Pigeons learned a free operant, go/no-go discrimination between stimuli produced by rapid alternation of different features on the response key. The 0 degrees -B compound consisted of a vertical black line on a white background (the 0 degrees feature) alternated with a blank white field (the B feature), with successive 0.75-sec feature on periods separated by 0.20-sec dark periods. Pecks at the alternating 0 degrees and B features were recorded separately. When pecks at the 0 degrees -B compound were reinforced and pecks at the B-B stimulus (repeated brief presentations of the B feature) were extinguished, the birds pecked more at the 0 degrees feature than at the B feature in the 0 degrees -B compound; subsequently, decremental line-tilt generalization gradients were obtained. When pecks at B-B were reinforced and pecks at 0 degrees -B were extinguished, the rate of pecking at the 0 degrees feature decreased to a low level much more rapidly than did the rate of pecking at the B feature in the 0 degrees -B compound; incremental line-tilt gradients were obtained. Following training with pecks at 0 degrees -B reinforced and pecks at 0 degrees -0 degrees extinguished, incremental line-tilt gradients were obtained, whereas the gradients were decremental following training with 0 degrees -0 degrees reinforced and 0 degrees -B extinguished.     

Contrast and stimulus generalization following prolonged discrimination training

Different groups of pigeons received discrimination training in which the reinforcement-associated and extinction-associated stimuli were respectively either (a) a line tilt vs a blank key, (b) a blank key vs a line tilt, or (c) two different line tilts. The high response rates that developed to the positive stimulus in all groups during discrimination learning were maintained over 64 sessions of training. After these sessions, all subjects were tested for stimulus generalization along the line-tilt dimension. Gradients of relative (per cent) generalization around the stimulus associated with reinforcement (so-called excitatory gradients) and around the stimulus associated with extinction (so-called inhibitory gradients) were as steep as they typically are after much briefer training periods. These results do not support several of Terrace's predictions on the basis of the hypothesis that emotional responses develop to the stimulus associated with extinction during discrimination learning with errors, but eventually dissipate after extended training.     

"Blue and seven phenomena" among Japanese students

To investigate color and number preferences in Japan, 586 university undergraduates (239 men and 347 women; M age = 20.9 yr.) were asked to name a color (Question 1), to name their preferred color (Question 2), and to name their preferred number between zero and nine (Question 3). The results showed that Japanese students chose blue (33.5%) or red (26.0%) when asked to name a color but that red was not chosen as frequently as blue as a preferred color (red: 11.1%, blue: 37.1%). Sex differences were found on both Questions 1 and 2 by chi-squared test. Black was chosen more by men, while pink was selected more by women. 22.5% subjects also selected the number seven, supporting Simon's observation of the "blue-seven phenomenon." The reasons given for the choice showed that seven was "a lucky number" and "represented happiness" among Japanese students. Four colors (blue, red, white, and black) accounted for 76.8% and 65.1% of responses to Questions 1 and 2, respectively, and odd numbers 68.4% for Question 3.     

Color preferences of art students: surface colors: II.

In a previous study (G?tz & G?tz, 1974b) the preferences of 14 surface colors were analyzed. While this set contained only one red, one blue, one yellow, etc., the color set of the present investigation was extended, and the preferences of 5 different reds, blues, yellow, etc. were analyzed. Between the five variations of red and yellow, respectively, the greatest affective differences were found, while the opposite was true for the 5 oranges, pinks, and grays. The most preferred colors are 2 reds, 2 blues, and 2 yellows; least preferred are a greenish yellow, a penetrating red-violet, and all 5 pinks. Significant sex differences were found for 8 colors.     

Short-term memory and information processing in pigeons

Six pigeons were trained to asymptotic performance on a variable-delay matching-to-sample task in which the samples were sometimes line or color elements and sometimes line-color compounds. On compound-sample trials, the comparison stimuli were sometimes color elements and sometimes line-tilts. Sample type and delay (0, 1.5, and 4.5 sec) were varied within sessions, and sample duration (.4, 1.0, and 3.0 sec) was varied between sessions. Forgetting curves were steeper for line-tilt than for color. As sample duration increased, matching performance improved more for colors than for line-tilts, especially at delays greater than zero. Performance was better with element samples than with compound samples only on the line-tilt dimension at zero delay. Some predictions of a unitary trace growth and decay theory of pigeon short-term memory were not confirmed. A dual-code hypothesis was proposed to account for the data.     

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.     

Two types of behavioral contrast in discrimination learning

Two groups of pigeons received daily discrimination training at two values on a line-tilt continuum. S+ (VI 1) and S- (EXT) intervals alternated, and a 30-sec criterion of no responding to S- was required before S+ returned. Rates of responding to S+ showed two separate contrast effects: at an intermediate stage of training a high peak rate appeared which declined, later in training, to a stable level still in excess of the VI baseline rate. The peak rate was correlated with the total number of responses to S-, while the final rate was not; suggesting that the peak rate and final rate may not be functions of the same variable. These results were compared with performance on a red-green discrimination where the two stages were not so clear. A line-tilt discrimination was repeated with fixed length S- intervals terminated by TO, and showed the same contrast magnitude in the final rate without any peak. The peak rate was interpreted as an effect of the ;punishment' contingency where responding to S- prolongs S- for 30 sec, while the final rate was taken to be analogous to previous demonstrations of contrast.     

Generalization and discrimination of shape orientation in the pigeon

Pigeons learned to peck a green key on which parallelogram-shapes were projected; they then received generalization tests in which the orientation of the parallelogram was varied. Nondifferential training produced very little eventual stimulus control along the orientation dimension, but when training included S- trials (absence of the parallelogram) subjects responded consistently more to certain orientations than to others. Unlike typical results for visual generalization (e.g., line-tilt), the tilt gradients obtained for this complex stimulus were bimodal, supporting predictions on the basis of human perceptual data. However, unimodal gradients could be produced by specific discrimination training along the orientation dimension. Other forms of intradimensional training also produced relatively steep gradients, often characterized by unexpected but consistent secondary peaks. An attempt to obtain inhibitory gradients (S+: green key; S-: parallelogram on a green background) resulted in virtually zero responding all along the shape-orientation dimension; therefore, specific inhibitory control could not be evaluated. All these experiments suggest that definition of this complex stimulus dimension in terms of mere "angular orientation" is inappropriate, and alternative interpretations are discussed.     

Effects of monochromatic rearing on spectral discrimination learning and the peak shift in chicks

Chicks were hatched and raised in white or monochromatic sodium (589 nm) light. They were trained on a 590 (+) vs. 580 (-) nm successive discrimination. The combined results of two experiments indicated that rearing illumination did not affect discrimination acquisition. All subjects given generalization tests after discrimination training exhibited peak shifts that were equivalent for the two rearing conditions. The peak shifts exhibited by the monochromatically reared subjects represent maximum responding to stimuli they had not previously seen. This result further confirms the notion that behavioral control by the spectral dimension in birds is organized independently of differential early experience on that dimension.     

Discriminative effects of massed extincttion

Prior studies have reported that generalization gradients are not steepened if periods of non-reinforcement in S− follow and are not interspersed with periods of reinforcement in S+. Sharper gradients are produced by this massed-extinction procedure if it is preceded by prior discriminative training on a dimension orthogonal to the S+, S− dimension. The present study, using pigeons, found that generalization gradients along the wavelength dimension were steepened by massed-extinction sessions in 570 nm that had been preceded by: (1) discriminative training in which the S+ was a 550-nm light and the S− was a black vertical line superimposed on the 550-nm light; (2) non-differential reinforcement training with a 550-nm light and a black vertical line superimposed on the 550-nm light; (3) reinforcement training with only the 550-nm light. Massed-extinction sessions were administered until the response rate in the presence of the 570-nm stimulus was one-tenth of the mean response rate in the presence of the 550-nm stimulus during prior reinforcement training. Prior studies have used a time-dependent criterion, rather than a response-rate criterion of extinction, and this difference may be responsible for the differences in the effects of massed extinction on stimulus control.     

Differences in matching-to-sample performance with element and compound sample stimuli in pigeons

This series of experiments examined zero-delay matching-to-sample performance in pigeons with element and compound sample stimuli. In Experiment 1, compound sample stimuli were consistently followed by compound comparison stimuli and matching accuracy during testing was equivalent to element sample-element comparison trials on the color dimension. In Experiment 2, element comparisons suddenly introduced following compound samples produced a decrement on the line dimension only. Subsequent testing at various sample durations revealed higher matching accuracy following element samples than following compound samples on both the color and line-tilt dimensions. Experiment 3 replicated the results of Experiments 1 and 2 and also demonstrated that the superiority of element over compound matching performance remains constant over the sample durations tested. In Experiment 4 testing at sample durations up to 30 sec produced an overall decrement in matching performance, but again the element vs compound matching difference remained constant. The stimulus-generalization decrement hypothesis provided a better explanation of these results than either the information-overload hypothesis or the rule hypothesis.     

Pink for Girls,Red for Boys,and Blue for Both Genders: Colour Preferences in Children and Adults

Colours carry social connotations like pink for girls and blue for boys. In a cross-sectional study, we investigated whether such early gender coding might be reflected in absolute colour preferences in children and adults of both genders. In two studies, participants selected their favourite (and least favourite, Study 2) colour from an unrestricted sample of colours. We tested 129 Swiss children (Study 1, 10–14 years-old, 68 boys) and 180 Swiss adults (Study 2, 17–48 years-old, 88 men). In children, we observed that girls chose pink/purple as their favourite hue more often than boys did, the most common favourite hue in girls and boys was blue, and boys chose red as their favourite more often than girls did. In adults, we observed that both genders almost never choose pink as their favourite, blue was a common favourite colour, and women were more likely to favour red than were men. In an additional study (n?=?183 Swiss participants, 47 men), we tested whether liking of pink, blue, and red was related to emotion associations with these colours. Pink was associated with positive emotions to the same extent as blue and red. Women further associated more positive emotions with pink than did men. We conclude that some commonalities (blue) and gender differences (pink and red) exist in absolute colour preferences. These differences, however, cannot be fully accounted by emotional associations. We speculate about these gendered colour preferences in relation to gender stereotypes and status differences between men and women.

     

Peak shift as a function of multiple schedules of reinforcement

Pigeons were trained to respond to two stimuli on the wavelength continuum, 550 nm and 570 nm, each correlated with an independent schedule of reinforcement. The multiple schedule component in effect during 550 nm (S1) was always a variable-interval 1-min. During the 570-nm stimulus (S2) the second component of the schedule was either variable-interval 30-sec, 1-min, 2-min, 5-min, or extinction for different groups of birds. Generalization gradients were obtained after this training, with the following results: (1) response rate to S1 during training was related to the reinforcement frequency associated with S2; the distribution of responding during generalization testing was a function of the schedules of reinforcement used during training and the response rates they produced. Decreases in the relative frequency of reinforcement correlated with S2 resulted in increases in the distribution shift of responses away from S2 during generalization testing.     

Educational Prefrences of Older Adults and Implications for Local Congregations

This research project studied the educational preferences of older adults in 22 churches in North Carolina. These older adults displayed a significant preference for "instrumental" activities over "expressive" activities. Level of education and occupation (or previous occupation) were significantly related to educational preference. Persons with fewer years of schooling indicated significant preference for instrumental activities, almost to the exclusion of expressive interests. As levels of education rose, there was a decrease in the ratio of instrumental preferences to expressive preferences. Persons in white collar jobs preferred expressive learning experiences more than blue collar individuals. Programming implications for local churches are discussed.     

Luminance thresholds for the Bezold-Brücke hue shift

This study presents data on the luminance difference at which a hue difference is first perceived between two identical spectral lights. Thresholds were obtained for both luminance increments and decrements from a 2.00 log troland standard for wavelengths between 470 nm and 690 nm. A predicted luminance threshold for each wavelength was calculated based on wavelength discrimination data and the Purdy constant hue contours; i.e. that luminance at which the constant hue contour intersects the wavelength discrimination bound for a given wavelength. A generally good agreement was obtained between observed and predicted values.     

IDENTIFYING REINFORCERS FOR PERSONS WITH PROFOUND HANDICAPS: STAFF OPINION VERSUS SYSTEMATIC ASSESSMENT OF PREFERENCES

We evaluated a systematic means of determining stimulus preferences among seven profoundly handicapped persons. Preferences were determined by observing student approach responses to individual stimuli. Results indicated that there were differential stimulus preferences across the multiply handicapped participants. However, results of the systematic assessment did not coincide with the results of a more traditional, caregiver-opinion method of assessing student preferences. A second experiment was then conducted with five participants to evaluate whether stimuli that were assessed to consistently represent preferences would function as reinforcers in skill training programs. Results indicated that stimuli that were systematically assessed to represent student preferences typically functioned as reinforcers when applied contingently. However, preferred stimuli as reflected by caregiver opinion did not function as reinforcers unless those stimuli were also preferred on the systematic assessment. Results are discussed in terms of assisting profoundly handicapped persons by (a) improving the effectiveness of training programs by increasing the likelihood of using stimuli that have reinforcing value and (b) increasing the overall quality of life by providing preferred stimuli in the routine living environment.