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Color and Emotion COLOR AND EMOTION A Study on the Affective Judgment of Color Across Media and in Relation to Visual Stimuli Inauguraldissertation zur Erlangung des akademischen Grades eines Doktors der Sozialwissenschaften der Universität Mannheim vorgelegt von Hyeon-Jeong Suk Dekan Professor Dr. Josef Brüderl Gutachter Prof. Dr. Edgar Erdfelder Prof. Dr. Hans Irtel (Betreuer) PD Dr. Rüdiger Pohl Tag der Disputation am 05. 10. 2006 ii To my parents and the Horpàcsy family iii Ehrenwörtliche Erklärung Ich versichere, dass ich die vorliegende Dissertation ohne Hilfe Dritter und ohne Benutzung anderer als der angegebenen Quellen und Hilfsmittel angefertigt habe. Die den benutzten Quellen wörtlich oder inhaltlich entnommenen Stellen habe ich als solche kenntlich gemacht. Diese Arbeit hat bisher in gleicher oder ähnlicher Form keiner anderen Prüfungsbehörde vorgelegen und wurde auch noch nicht veröffentlicht. Mannheim, 25. Juli 2006 _____________________________ (Hyeon-Jeong Suk) iv ABSTRACT Four experiments were carried out to describe emotional responses to color and to analyze the relationship between color attributes and emotional dimensions. Conceptualization and measurement systems of emotion were discussed and emotional responses to colors were assessed in terms of valence, arousal, and dominance dimensions (Mehrabian, 1978; Osgood, Suci, & Tannenbaum, 1957), using Self Assessment Manikin (SAM) (Lang, 1980). The patterns of affective judgment were presented according to hue, Chroma, and lightness. Chroma was positively correlated with each of the three emotional dimensions in all experiments. In order to account for the cognitive quantity of color, stimuli were selected following hue and tone categorizations and based on the CIELab Lch system. Empirical evidence indicates that emotional responses to color vary more strongly with regard to tone than to hue categories. Moreover, the influence of the presentation medium on emotional response to color was investigated by presenting colors either on DIN A5-size paper or on CRT monitors. Utilizing the empirical results, a practical application tool was suggested for marketing purposes. In addition, emotional response to color was examined in a cross-modality stimulus context. Other than colors, modalities of visual stimulus, such as pictures selected from the International Affective Picture System (IAPS) (Lang, Bradley, & Cuthbert, 2005), film-clips, and adjectives were employed as background stimuli. Context effect was investigated by comparison to prior results and the emotional response to colors in arousal shifted significantly toward less excited. Judgmental shifts of affectivity of background stimuli were also analyzed. Furthermore, the process of affective judgment of colors was debated and future studies were proposed. Keywords: Color, Emotion, Affective judgment, Self-Assessment-Manikin (SAM), Hue and Tone Categorization, CIELab Lch system, Film-clips, Product-color scheme, Context effect v Dankesworte Im Oktober 2002 bin ich mit einem ICE von Köln nach Mannheim gefahren, um meinen jetztigen Betreuer, Herr Prof. Dr. Irtel, zu besuchen. Ich habe eine rosa Jacke angezogen und hatte (leider) wenig Angst vor der Idee, das Thema Farbe psychologisch zu erforschen. Während meines Studiums und der beruflichen Tätigkeit im Bereich Industriedesign habe ich geträumt, dass eine interdisziplinäre Zusammenarbeit zwischen Designern und Psychologen eine erfolgreiche Möglichkeit sein könnte, um den Menschen als Konsumenten besser zu verstehen. Mit dieser Hoffnung habe ich meine Promotionsarbeit zu dem Thema „Farbe und Emotion“ angefangen, aber nur angefangen. Nach über drei Jahren liegt die Arbeit vor, und ich weiß jetzt, es war ein Abenteuer. Ohne die Unterstützung meines Betreuers wäre die Forschung nicht möglich gewesen. Für seine Motivation, seinen Mut, Optimismus, und seine Geduld möchte ich ihm sehr danken. Es gibt geliebte Leute, die sich nahezu mehr als ich über meine Promotion freuen. Sie haben mich aus dem Herzen unterstützt. Meine Eltern, meine Seelen-Verwandten Horpàcsys (inkl. Terry + Kikky) und meine Freundin Larissa. Ich freue mich sehr darüber, ihnen eine Freude bereiten zu können. Darüber hinaus möchte ich mich bei vielen, die sich für meine Forschung interessiert haben bedanken. Bei Herr Prof. Dr. Herrmann (Universität Mannheim), Herr Dr. Pohl (Universität Mannheim), Herr Prof. Schlegel (HAWK, Hildesheim), Frau Hagen (Farbberaterin, Freiburg), Herr Prof. Dr. Lee (KAIST, Südkorea), Frau Prof. Dr. Kwon (Huston University, USA), Herr Dr. Gatta (University of Milano, Mailand), Frau Wanatabe (L’Oreal, Japan), Frau Prof Kim (Kong-ju University, Südkorea), Herr Lee (SIAT, Kanada), Frau Kim (Monthly Design, Südkorea), Herr Bunse (Tesign, Köln), Frau Wolfgarten (S&H Consulting, Siegburg), Herr Choi (Volvo, Rotterdam), Frau Anderson-Park (Korrekturleserin, Mannheim), Herr Alemán (Korrekturleser, Mannheim) und bei allen Probanden, die an den Experimenten teilgenommen haben Letzt endlich „sollte“ ich mich an meine Kollektion, an Kunden und Fans erinnern. Sie haben bewirkt, dass ich auf dieser Welt als eine Designerin existiere. vi ೦ ༆ ࠦ ྜ ཌ . ೦ !" #$%, ༂അ ೵ྜ)༸ +#, ,അ ೵, )-. /0%, 123 /0%, 4 /0%, 52ᇒ7% 89, :;<% 89, =>2? @#A% 89, BC DE೦, F ༸ ೪બD, ༆ I JK ༸ ᇒLM, NOP /0%, )QR /0%, SྜT /0%, ࠰ྈW /0, )XY ༆ བ, =O[ ༆ \ ༸ნ^%, ༟ `A a bEcᇂef gh೦ ij8ᆠ lmn, o pqr stᇌ, X,fv ࠦ, w)oબ 1 x F , MSN yැ{ F , |=&}e: ီ ೦A%f + mැ , ሢO ೦A%, ࠰೦A%, Ev 4+3 I໲ 8 mැ ೦ . -, { ໲ ৼ དྷ mැ ¢༪¤ ¥. …෌r vྜ%, \§8 ¨©ബ%, ബ«8 ¬%, ­®D ¯ 52ᇒ7, °8 :±=, F SYབ, -n)ැ /೦ ²W³%, Ev { ࠈf µ, pqr ೦ mැ … ) ¶· ଲ + ໲ബ -" ¹ºf അ», ¶E± R¼ ½)¾, { R¼ ¿෍f ࠦÁ໲ ྜ Â)8 ÃÄ Åྜ l৞ÇÈ. ‘೦ !É’ -ૻË !Ì ) ೦ B Í" Å྘= 7 v Ï྘= ༬Ñ 0 à അ» Ò. !Ìബ ¹Ó 0 Ã" ࠦÔ ྜ ೦Õf Öྈ!v ×. )Å) ྜ ೦Õ໲Ë +8 બØ 0 Ã" 8A Ù ÒÚ) l৞Û അ». vii TABLE OF CONTENTS 1. INTRODUCTION .............................................................................................................. 1 1.1 BACKGROUND ................................................................................................................ 1 1.2 GOALS AND CONTENTS ............................................................................................... 2 1.3 HYPOTHESES................................................................................................................... 4 2. EMOTIONAL RESPONSE................................................................................................ 6 2.1 TERMINOLOGICAL ISSUES OF EMOTION................................................................. 6 2.1.1 Definitions of emotion........................................................................................ 6 2.1.2 Feelings, moods, and emotions .......................................................................... 7 2.2 EMOTIONAL PROCESS .................................................................................................. 8 2.2.1 Cognitive emotional process .............................................................................. 8 2.2.2 Non cognitive emotional process ....................................................................... 9 2.3 CONCEPTUALIZING EMOTION.................................................................................. 10 2.3.1 Discrete approach ............................................................................................. 10 2.3.2 Dimensional approach...................................................................................... 11 2.3.2.1 Dimension 1: valence......................................................................................13 2.3.2.2 Dimension 2: arousal......................................................................................14 2.3.2.3 Dimension 3: dominance ................................................................................14 2.3.3 Reconciling both approaches............................................................................ 15 2.3.3.1 The emotion space...........................................................................................15 2.4 MEASURING EMOTIONAL RESPONSE..................................................................... 16 2.4.1 Emotion response systems................................................................................ 17 2.4.2 Harmonizing emotion response systems .......................................................... 18 2.4.3 Graphical measurement system: SAM ............................................................. 19 2.4.3.1 The development of SAM.................................................................................20 2.4.3.2 Applied studies with SAM ...............................................................................22 2.5 EMOTION AS DETERMINANTS OF MOTIVATION ................................................. 26 2.5.1 Emotion congruent effect on cognitive processes ............................................ 27 viii 2.6 CHAPTER REVIEW........................................................................................................ 28 3. EMOTIONAL REPONSE TO COLOR........................................................................... 30 3.1 VIEWING COLOR .......................................................................................................... 30 3.1.1 Color in human vision ...................................................................................... 30 3.1.2 Color semantic: viewing color in social and cultural context........................... 31 3.2 COLOR AS EMOTION ELICITOR ...............................................................................
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