بررسی تغییرات ترجیح رنگی زنان و مردان با سطوح مختلف هیجان‌خواهی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه هنر و معماری، دانشگاه تربیت مدرس، تهران، ایران، صندوق پستی: 1411713116

2 گروه روانشناسی دانشگاه لوسان، سویئس، صندوق پستی: CH-1015 Lausanne

3 پژوهشکده مواد و فناوریهای پیشرفته در نساجی، دانشگاه امیرکبیر

چکیده

با توجه به اهمیت نقش رنگ در ارتباطات، تولید و تجارت جهان معاصر، شناسایی ترجیحات رنگی افراد و عوامل مؤثر بر آن با هدف افزایش توانایی برنامه­ریزان این حوزه اهمیت بسیاری دارد. هدف پژوهش حاضر، بررسی رابطه هیجان‌خواهی و ترجیح رنگی افراد با نقش تعدیل‌گر جنسیت است. به‌منظور جمع‌آوری داده‌های پژوهش از پرسشنامه هیجان‌خواهی زاکرمن (1994) و ترجیح رنگی استفاده شده است. نمونه آماری شامل 402 نفر است که به‌صورت تصادفی و دردسترس انتخاب شدند. تجزیه و تحلیل داده‌ها با استفاده از روش واریانس دوطرفه در ارتباط با هریک از رنگ‌ها به صورت مجزا، نشانگر ترجیح متفاوت رنگ‌های آبی و صورتی توسط زنان و مردان دارای سطوح مختلف هیجان‌خواهی است. همچنین، نتایج تحلیل واریانس چندمتغیره پیرامون ترجیح سه مجموعه رنگ‌ سرد، گرم و خنثی، نشانگر ترجیحات متفاوت رنگ‌های گرم و سرد توسط زنان و مردان دارای سطوح مختلف هیجان‌خواهی است. نتایج، لزوم توجه به متغیر جنسیت و میزان هیجان‌خواهی در پیش‌بینی ترجیح رنگی افراد را مورد تأیید قرار داد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Color Preference Changes of Men and Women with Different Levels of Sensation Seeking

نویسندگان [English]

  • Elahe Shahrad 1
  • Reza Afhami 1
  • Christine Mohr 2
  • Roohollah Bagherzadeh 3
1 Art Department, Tarbiat Modares University, P.O. Box: 1411711316, Tehran, Iran
2 Institute of Psychology (IP), University of Lausanne, Lausanne, P.O. Box: CH-1015 Lausanne, Switzerland
3 Advanced Textile Materials and Technology Research Center, Amirkabir University of Technology
چکیده [English]

Due to the importance of the color role in communication, production, and trade in the contemporary world, identifying individuals' color preferences and the affective factors are very important to increase the ability of forecasters and planners in this field. This study aims to investigate the relationship between sensation seeking and color preference by the role of gender as moderating variable. Zuckerman sensation seeking (1994) and color preference questionnaire was used to collect research data. The statistical sample includes 402 who were randomly and accessibly selected. The two-way analysis of variance in each color showed that women and men with different levels of sensation seeking concerning blue and pink have different color preferences. Also, the results of multivariate analysis of variance concerning the preference of cool, warm, and neutral colors showed that women and men with different levels of sensation seeking with warm and cool colors have different color preferences. The results of the present study confirmed the need to pay attention to the gender variable and the level of sensation seeking in predicting the color preference pattern of individuals.

کلیدواژه‌ها [English]

  • Color preference
  • Sensation seeking
  • Gender
  • Cool color
  • Warm color
  • Neutral color

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