The effect of social exclusion on color preference


The current study examined the effects of social exclusion on color preference. Previous researches have suggested that people are more likely to choose hot food when they feel lonely than to choose cold food when they feel sociable. We hypothesized that participants who recalled social exclusion experiences are more likely to prefer warm colors than cool colors compared to participants who recalled social inclusion experiences. Fifty-two undergraduates participated in the present study. A 2x2 mixed factorial design is used to manipulate independent variables - social exclusion (included group/excluded group) and color type (warm colors/cool colors) - and we measured color preference. There were 52 participants, half of the participants were asked to recall a social exclusion experience and the other half were asked to recall a social inclusion experience. After that, a total 12 color stimulus were given and the participants were asked to rate their color preferences. In our results, there was significant interaction between color preference and conditions. In all conditions, participants tend to prefer cool colors than warm colors; however, the excluded group showed more preference for cool colors than included group. It seems that social exclusion impairs the self-regulation. So, it triggers distorted time perception which causes an emphasis on the present rather than the future. Therefore, excluded group tended to maintain the situations and they preferred cool colors than warm colors.

Author Information
Eunji Lee, Yonsei University, Republic of Korea
Soh Yee Gang, Yonsei University, Republic of Korea
Kwang-Hee Han, Yonsei University, Republic of Korea

Paper Information
Conference: NACP2014
Stream: General Psychology

This paper is part of the NACP2014 Conference Proceedings (View)
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Posted by James Alexander Gordon