Color associations of male and female fourth-grade school children.

Four groups (two male and two female) were asked to respond to a number of concepts with the first color that came to mind. Results led to the following conclusions: (a) We replicated Byrnes' (1983) findings that indicated that there is a definite color association among children to stimuli; (b) there was no significant difference between the responses of the male children and those of the female children; (c) two opposing findings concerning the perceived valence of colors were both supported by the data; and (d) we found that emotionally loaded stimuli evoked similar responses from males and females, whereas neutral stimuli elicited different responses.