Department of Zoology, Michigan State University, East Lansing, MI, USA.
Psychon Bull Rev. 2013 Oct;20(5):935-43. doi: 10.3758/s13423-013-0423-2.
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.
颜色偏好是如何形成的，它们是否可以通过对相应颜色物体的情感体验来改变？我们通过测试对有色物体图像的情感极化体验是否会导致颜色偏好的改变，来研究这些问题。这种改变是由生态价值理论（EVT）所暗示的，该理论认为颜色偏好是由人们对相应颜色物体的平均情感反应决定的（Palmer & Schloss，Proceedings of the National Academy of Sciences，107，8877-8882，2010）。因此，看到强烈喜欢（和不喜欢）的红色和绿色物体的图像，应该会导致对相应的红色和绿色色块的偏好增加（和减少）。实验 1 表明，这种交叉相互作用确实发生了，但前提是当参与者看到这些物体时，他们必须评估自己对这些物体的偏好。实验 2 表明，这些总体变化在 24 小时的延迟后会大幅下降，但这种效果持续的程度与个体在暴露于物体后立即产生的效果的大小有关。实验 3 证明了当参与者没有看到，而只是想象这些有色物体时，对颜色偏好的情感偏见变化会产生类似但较弱的影响。总体结果表明，颜色偏好不是固定的，而是由对有色物体的情感体验所塑造的。观察到的颜色偏好变化的可能解释是通过评估条件作用和/或记忆中先前知识的启动来进行联想学习。
