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

Document Type : Original Article

Authors

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

Abstract

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.

Keywords


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