Title: Comparison of implicit and explicit preference toward multiple colour combinations

Authors: Keiichi Muramatsu; Siyuan Fang; Kazunori Kaede; Eiichiro Tanaka; Keiichi Watanuki; Tatsunori Matsui

Addresses: Graduate School of Science and Engineering, Saitama University, 255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama 338-8570, Japan ' Graduate School of Human Sciences, Waseda University, 2-579-15 Mikajima, Tokorozawa, Saitama 359-1192, Japan ' Graduate School of Science and Engineering, Saitama University, 255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama 338-8570, Japan ' Graduate School of Information, Production and Systems, Faculty of Science and Engineering, Waseda University, 2-7 Hibikino, Wakamatsu-ku, Kita-Kyushu, Fukuoka 808-0135, Japan ' Graduate School of Science and Engineering, Saitama University, 255 Shimo-Okubo, Sakura-ku, Saitama City, Saitama 338-8570, Japan ' Faculty of Human Sciences, Waseda University, 2-579-15 Mikajima, Tokorozawa, Saitama 359-1192, Japan

Abstract: Emotional responses to colour stimuli are referred to as colour emotions, and their psychological constructs relating to colour attributes have been discussed in past studies. However, colour preference, one type of colour emotions, has yet to be explained due to cultural and sex differences. In the current study, we investigated an implicit attitude towards multi-colour stimuli, which was regarded as a colour emotion judged by unconscious mental processes. To extract the implicit attitude and compare it with the explicit one, we conducted affect misattribution procedure, a method of measuring attitudes in social psychology. We obtained emotional responses different from ones measured using semantic differential method in a previous study. We analysed the characteristics of the multi-colour stimuli using scores in computed by the affect misattribution procedure. Results revealed that the explicit attitude towards multi-colour stimuli was affected by their chroma and hue values. The current study provided fundamental knowledge to clarify the psychological construct of colour preference.

Keywords: colour emotions; multiple colour combinations; affect misattribute procedure; implicit preference; explicit preference; emotional response; colour stimuli; colour preference; multi-colour stimuli.

DOI: 10.1504/IJDH.2018.096288

International Journal of the Digital Human, 2018 Vol.2 No.1/2, pp.45 - 56

Received: 08 Aug 2017
Accepted: 23 Apr 2018
Published online: 22 Nov 2018 *

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