Archives du mot-clé : Berkeley

mar
17

Nexyad Intelligence :
Interesting paper about psychology & color

How Emotions Influence Color Preference

by CHAN JEAN LEE, EDUARDO B. ANDRADE, STEPHEN PALMER

HAAS School of Business
University of California Berkeley

« This paper examines how an individual’s emotional state influences his or her preferences for colors that have either congruent or incongruent emotional tones. Based on the emotion literature, three alternative hypotheses are contrasted: emotion-judgment congruence, emotion-target congruence, and emotion-target incongruence. Evidence of emotion-target congruence is observed—Experiments 1 and 2. This effect, however, is moderated by emotion specificity and the type of colored object. Attitudinal commitment is proposed as the key underlying mechanism. When the negative emotional reaction reflects a committed (notcommitted) attitude toward the situation, the emotion-target congruence (incongruence) effect occurs—Experiment 3. Similarly, emotion-target congruence takes place (disappears) when the colored object signals (does not signal) people’s attitudes and tastes—Experiment 4. The paper concludes with a discussion on how the proposed mechanism can explain part of the
inconsistencies previously observed in the emotion and aesthetics literature.

To read the entire paper : « http://faculty.haas.berkeley.edu/c_lee/manuscript.pdf » title= »How emotions influence color preference »