Latent spaces of color preference with and without a context: Using the shape of an automobile as the context

Abstract

AbstractThis article compares color preferences with a context to color preferences without it, using chips of 50 colors and the shape of an automobile as the context. Subjects were asked to make preference judgments of the color chips with the shape and also without it in the experiment. Multi‐ variate analyses were performed on the two sets of data to deriue latent spaces of color preference with and without the context. Through interpretation and comparison of the derived spaces, it was found that there was a noticeable context effect between the preference judgments.