Schloss Karen B, Palmer Stephen E
University of Wisconsin - Madison, Department of Psychology, Brogden Hall, 1202 West Johnson Street, Madison, WI 53706, USA; University of Wisconsin - Madison, Wisconsin Institute for Discovery, 330 N. Orchard St., Madison, WI 53715, USA.
University of California, Berkeley, Department of Psychology, 3210 Tolman Hall, Berkeley, CA 94720, USA.
Vision Res. 2017 Dec;141:95-108. doi: 10.1016/j.visres.2017.01.010. Epub 2017 May 9.
There are well-known and extensive differences in color preferences between individuals, but there are also within-individual differences from one time to another. Despite the seeming independence between these individual and temporal effects, we propose that they have the same underlying cause: people's ecological experiences with color-associated objects and events. Our approach is motivated by the Ecological Valence Theory (EVT; Palmer & Schloss, 2010) which states that preference for a given color is determined by the combined valence (liking/disliking) of all objects and events associated with that color. We define three ecologically-based hypotheses for explaining temporal and individual differences in color preferences concerning: (1) differences in object valences, (2) differences in color-object associations, and (3) differences in object activations in the mind when preferences are measured. We review prior studies that support these hypotheses and raise open research questions about untested predictions. We also extend the computational framework of the EVT by defining a single weighted average equation that captures both individual and temporal differences in color preferences. Finally, we consider other factors that potentially contribute to color preferences, including abstract symbolic associations, color in design, and psychophysical and/or physiological factors.
个体之间在颜色偏好上存在着广为人知的显著差异，而且个体在不同时间也存在内部差异。尽管这些个体和时间效应看似相互独立，但我们认为它们有着相同的潜在原因：人们与颜色相关的物体和事件的生态体验。我们的方法受到生态效价理论（EVT；Palmer & Schloss，2010）的启发，该理论指出对特定颜色的偏好由与该颜色相关的所有物体和事件的综合效价（喜欢/不喜欢）决定。我们定义了三个基于生态的假设，用于解释颜色偏好中的时间和个体差异，涉及：（1）物体效价的差异，（2）颜色 - 物体关联的差异，以及（3）在测量偏好时脑海中物体激活的差异。我们回顾了支持这些假设的先前研究，并提出了关于未经检验预测的开放性研究问题。我们还通过定义一个单一的加权平均方程来扩展EVT的计算框架，该方程捕捉了颜色偏好中的个体和时间差异。最后，我们考虑了其他可能影响颜色偏好的因素，包括抽象的符号关联、设计中的颜色，以及心理物理和/或生理因素。
