Object-Driven Colour Shift

Object-Driven Colour Shift

Reviewed by Faisal Zaidi

The short-lived change in liking for a colour after people judge liked or disliked objects of that colour.

What it is

In an experiment by Strauss, Schloss and Palmer, colour ratings shifted towards the colours of liked objects when participants judged the objects, did not shift when they only looked, shifted after imagining, and were back to baseline after 24 hours.

In effect

In the article on ecological valence theory, it serves as the experimental test of direction.

What it does not say

The change was short-lived, and ratings were back to baseline after 24 hours. It does not say that a single experience permanently alters colour taste.

Sources

  1. Strauss, E. D., Schloss, K. B., & Palmer, S. E. (2013). Color preferences change after experience with liked/disliked colored objects. Psychonomic Bulletin & Review, 20(5), 935-943.