大学生颜色偏好及颜色隐喻表征的研究

发布时间：2018-04-14 07:16

本文选题：大学生 + 颜色偏好　；参考：《南京师范大学》2017年硕士论文

【摘要】：颜色在诸如广告设计、购物等活动中常被当作重要的考量依据,甚至在许多决策过程中起决定性作用。因此,探究人们的颜色偏好以及颜色的加工机制意义重大。研究分为两部分:研究一选取某高校学生80人(男、女各半),采用2(性别:男、女)X6 (颜色:黑色、白色、红色、黄色、蓝色、绿色)混合实验设计探究大学生的颜色偏好及性别差异,因变量为被试颜色偏好排序的等级分。结果显示:颜色的主效应显著,大学生的颜色偏好存在显著差异;性别和颜色的交互作用显著,男、女大学生对颜色的偏爱不同。研究二同样选取大学生被试80人(男、女各半),采用2 (性别:男、女)×2 (色系:暖色、冷色)×2 (词汇属性:积极、消极)混合实验设计,因变量为实验任务的正确率和反应时。结果显示:色系、词汇属性的主效应均显著,相较于冷色系任务和消极任务,大学生在暖色系任务和积极任务上的反应时更短;色系和词汇属性的交互作用显著,“暖色——积极”以及“冷色——消极”任务的正确率和反应时成绩均高于其他两项任务;性别、色系、词汇属性三者的交互作用显著,女生在不相容任务(“暖色——消极”、“冷色——积极”任务)上的反应更快、正确率更高。研究结论:(1)男大学生从最喜欢到最不喜欢的颜色偏好排序依次是:白色→黑色→蓝色→绿色→黄色→红色;女大学生从最喜欢到最不喜欢的颜色偏好排序依次是:白色→绿色→红色→黄色→→黑色→蓝色。平均而言,大学生整体从最喜欢到最不喜欢的颜色偏好排序依次是:白色→黑色→绿色→蓝色→红色→黄色;(2)男大学生从最喜欢到最不喜欢的色系偏好排序依次是:中性色系→冷色系→暖色系;女大学生对色系的偏爱更加多元化。平均而言,大学生整体从最喜欢到最不喜欢的色系偏好排序依次是:中性色系→冷色系→暖色系;(3)男、女大学生均存在“暖色——积极”、“冷色——消极”的隐喻表征;但女生对不相容任务(暖色——消极、冷色——积极)的敏感性要高于男生。
[Abstract]:Color is often used as an important consideration in activities such as advertising design and shopping, and even plays a decisive role in many decision-making processes.Therefore, it is of great significance to explore people's color preference and color processing mechanism.The study was divided into two parts: one was to select 80 college students (half male and half female), and 2 (sex: male, female: X6) (color: black, white, red, yellow, blue, blue, black, white, red, yellow, blue, black, white, red, yellow, blue).The mixed experiment was designed to explore the color preference and gender difference of college students. The dependent variable was the rank of color preference ranking.The results showed that the main effect of color was significant, the color preference of college students was significantly different, the interaction between sex and color was significant, and the preference of color between male and female students was different.In the second study, 80 college students (male and female) were equally selected, and 2 (sex: male, female) 脳 2 (color department: warm color, cool color) 脳 2 (lexical attribute: positive, negative) were used.The dependent variables are the correct rate and reaction time of the experiment task.The results showed that the main effects of color department and lexical attribute were significant. Compared with cold color department task and negative task, the reaction time of college students on warm color department task and positive task was shorter, and the interaction between color department and lexical attribute was significant.The correct rate and response time of "warm color-positive" task and "cool-negative" task were higher than those of the other two tasks.Girls responded more quickly and correctly to incompatible tasks (warm-negative, cool-positive).The order of color preference of male college students from favorite to least favorite is as follows: White, black, blue, green, yellow and red;The order of female college students' color preference from favorite to least is: White, green, red, yellow, black and blue.On average,The order of the overall color preference of college students is: White, black, green, blue, blue, red, yellow, etc. (2) the order of preference of male college students from favorite to least favorite color is: neutral colorThe cold color system is the warm color system;Female college students' preference for color department is more diversified.On average, the order of preference of color-department from the most favorite to the least in the whole of college students is as follows: neuter color department, cold color department, warm and warm color department, male), female college students all have metaphorical representations of "warm color-positive" and "cool color-negative";But girls are more sensitive to incompatible tasks (warm-negative, cool-positive) than boys.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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