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Cold persons' preference for warm persons: Effects of social exclusion on preference for persons depicted in warm colors

추운 사람의 따뜻한 사람 선호: 사회적 배제가 따뜻한 색과 연합된 사람 선호에 미치는 효과

  • Received : 2018.11.23
  • Accepted : 2018.11.23
  • Published : 2018.12.30

Abstract

Previous works have observed that persons who have experienced social exclusion have lower perceptions of body temperature and environmental temperature, and seek physical warmth such as warm drinks and warm water shower. The present study aimed to expand the results of these previous works to the dimensions of color emotions or color symbols. Hence, four experiments were conducted in which pictures of people with warm or cold colors applied to them were shown to the subjects, who were asked to evaluate the people in the pictures to determine whether their preferences changed depending on their perception of social exclusion. The results showed that the subjects with perceived social exclusion had stronger preferences for people in warm colors over those in cold colors, but the subjects without perceived social exclusion had no differences in their preferences for the people in the two types of colors. This study is significant in that it expanded the compensation hypothesis, which states that people try to compensate their psychological loss by pursuing external goals from the physical dimension to the emotional and symbolic dimensions. Furthermore, this study has implications in that it proposes the need for warm emotions in places where people who have experienced social exclusion are treated, such as psychological counseling centers.

Keywords

social exclusion;emotional association;compensation hypothesis;color temperature;color symbol

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Acknowledgement

Supported by : 한국연구재단