Abstract
Noting the inconsistent research on the relationship between color and personality, the authors present data on one of the possible reasons for the problem. The problem addressed is that color/personality research almost always presents a color patch or patches and draws inferences from the subjects’ choices, ignoring the possibility that color preference is related to the object in question. College students were asked to give their favorite colors for a number of items (e.g., automobile). The results clearly show that color preference is a function of the object described. That is, color preference cannot be asked independently of an object if that color preference is to have interpretive significance.
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