本文選題：大學(xué)生 + 顏色偏好　； 參考：《南京師范大學(xué)》2017年碩士論文

【摘要】：顏色在諸如廣告設(shè)計、購物等活動中常被當(dāng)作重要的考量依據(jù),甚至在許多決策過程中起決定性作用。因此,探究人們的顏色偏好以及顏色的加工機制意義重大。研究分為兩部分:研究一選取某高校學(xué)生80人(男、女各半),采用2(性別:男、女)X6 (顏色:黑色、白色、紅色、黃色、藍色、綠色)混合實驗設(shè)計探究大學(xué)生的顏色偏好及性別差異,因變量為被試顏色偏好排序的等級分。結(jié)果顯示:顏色的主效應(yīng)顯著,大學(xué)生的顏色偏好存在顯著差異;性別和顏色的交互作用顯著,男、女大學(xué)生對顏色的偏愛不同。研究二同樣選取大學(xué)生被試80人(男、女各半),采用2 (性別:男、女)×2 (色系:暖色、冷色)×2 (詞匯屬性:積極、消極)混合實驗設(shè)計,因變量為實驗任務(wù)的正確率和反應(yīng)時。結(jié)果顯示:色系、詞匯屬性的主效應(yīng)均顯著,相較于冷色系任務(wù)和消極任務(wù),大學(xué)生在暖色系任務(wù)和積極任務(wù)上的反應(yīng)時更短;色系和詞匯屬性的交互作用顯著,“暖色——積極”以及“冷色——消極”任務(wù)的正確率和反應(yīng)時成績均高于其他兩項任務(wù);性別、色系、詞匯屬性三者的交互作用顯著,女生在不相容任務(wù)(“暖色——消極”、“冷色——積極”任務(wù))上的反應(yīng)更快、正確率更高。研究結(jié)論:(1)男大學(xué)生從最喜歡到最不喜歡的顏色偏好排序依次是:白色→黑色→藍色→綠色→黃色→紅色;女大學(xué)生從最喜歡到最不喜歡的顏色偏好排序依次是:白色→綠色→紅色→黃色→→黑色→藍色。平均而言,大學(xué)生整體從最喜歡到最不喜歡的顏色偏好排序依次是:白色→黑色→綠色→藍色→紅色→黃色;(2)男大學(xué)生從最喜歡到最不喜歡的色系偏好排序依次是:中性色系→冷色系→暖色系;女大學(xué)生對色系的偏愛更加多元化。平均而言,大學(xué)生整體從最喜歡到最不喜歡的色系偏好排序依次是:中性色系→冷色系→暖色系;(3)男、女大學(xué)生均存在“暖色——積極”、“冷色——消極”的隱喻表征;但女生對不相容任務(wù)(暖色——消極、冷色——積極)的敏感性要高于男生。
[Abstract]:Color is often used as an important consideration in activities such as advertising design and shopping, and even plays a decisive role in many decision-making processes.Therefore, it is of great significance to explore people's color preference and color processing mechanism.The study was divided into two parts: one was to select 80 college students (half male and half female), and 2 (sex: male, female: X6) (color: black, white, red, yellow, blue, blue, black, white, red, yellow, blue, black, white, red, yellow, blue).The mixed experiment was designed to explore the color preference and gender difference of college students. The dependent variable was the rank of color preference ranking.The results showed that the main effect of color was significant, the color preference of college students was significantly different, the interaction between sex and color was significant, and the preference of color between male and female students was different.In the second study, 80 college students (male and female) were equally selected, and 2 (sex: male, female) 脳 2 (color department: warm color, cool color) 脳 2 (lexical attribute: positive, negative) were used.The dependent variables are the correct rate and reaction time of the experiment task.The results showed that the main effects of color department and lexical attribute were significant. Compared with cold color department task and negative task, the reaction time of college students on warm color department task and positive task was shorter, and the interaction between color department and lexical attribute was significant.The correct rate and response time of "warm color-positive" task and "cool-negative" task were higher than those of the other two tasks.Girls responded more quickly and correctly to incompatible tasks (warm-negative, cool-positive).The order of color preference of male college students from favorite to least favorite is as follows: White, black, blue, green, yellow and red;The order of female college students' color preference from favorite to least is: White, green, red, yellow, black and blue.On average,The order of the overall color preference of college students is: White, black, green, blue, blue, red, yellow, etc. (2) the order of preference of male college students from favorite to least favorite color is: neutral colorThe cold color system is the warm color system;Female college students' preference for color department is more diversified.On average, the order of preference of color-department from the most favorite to the least in the whole of college students is as follows: neuter color department, cold color department, warm and warm color department, male), female college students all have metaphorical representations of "warm color-positive" and "cool color-negative";But girls are more sensitive to incompatible tasks (warm-negative, cool-positive) than boys.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842

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