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Ecology Explains Color Preferences in a Non-Industrialized Culture
Agata Groyecka,Christoph Witzel,C., Marina Butovskaya,Piotr Sorokowski 한국색채학회 2017 AIC 2017 Jeju Vol.2017 No.10
In order to understand how human preferences are related to ecology and culture, we investigated color preferences in a non-industrialized culture. Previous studies indicated that object-color associations can predict color preferences in industrialized societies. but not in a non-industrialized culture (Himba). Here we tested this idea in another indigenous society – the Hadza (Tanzania). We interviewed 94 observers (37.6 +-15.0 years, 44 women). Firstly, observers chose their favorite and least favorite color from a set of 12 colors. Secondly, they were asked to name an object they associate with this color. For each color, we calculated an index based on the specificity of the association between an object and a particular color and the specificity of color preference valence for that object. We found a significant correlation between this index and the favorite color choices. The correlation for the least favorite color choices went to the predicted (negative) direction, but did not reach significance. These findings support the idea that learned associations between objects and their typical colors may explain color preferences even in a remote culture whose color preferences are different from those of industrialized societies.
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