Bliss is blue and bleak is grey: Abstract word-colour associations influence objective performance even when not task relevant

Abstract

with physical stimulus dimensions, such as linking upward locations with positive concepts (e.g., happy = up). These associations manifest both via subjective reports of associations and on objective performance metrics. Humans also report subjective associations between colours and abstract words (e.g., joy is linked to yellow). Here we tested whether such associations manifest on objective task performance, even when not task-relevant. Across three experiments, participants were presented with abstract words in physical colours that were either congruent with previously-reported subjective word-colour associations (e.g., victory in red and unhappy in blue), or were incongruent (e.g., victory in blue and unhappy in red). In Experiment 1, participants' task was to identify the valence of words. This congruency manipulation systematically affected objective task performance. In Experiment 2, participants completed two blocks, a valenceidentification and a colour-identification task block. Both tasks produced congruency effects on performance, however, the results of the colour identification block could have reflected learning effects (i.e., associating the more common congruent colour with the word). This issue was rectified in Experiment 3, whereby participants completed the same two tasks as Experiment 2, but now matched congruent and incongruent pairs were used for both tasks. Again, both tasks produced reliable congruency effects. Item analyses in each experiment revealed that these effects demonstrated a degree of item specificity. Overall, there was clear evidence that at least some abstract word-colour pairings can systematically affect behaviour.

In Colore Veritas? Color effects on the speed and accuracy of true/false responses

“…Experiment 3 aimed to replicate Experiment 2 with a different set of materials. In the style of other studies that investigated color associations with a Stroop tasks (e.g., Goodhew & Kidd, 2020;Hong et al 2020;Lorentz et al 2016;Moller et al 2009;Pravossoudovitch et al 2014;Sherman & Clore, 2009), Experiment 3 applied words instead of statements as stimuli. The presented words were close semantic associates of the attributes true and false.…”

“…In contrast, congruency between word meaning and color can facilitate responding, thus leading to faster RTs and less errors. In a similar vein, a Stroop-like paradigm can be used to measure automatic color-meaning associations (e.g., Goodhew and Kidd 2020;Hong et al 2020;Lorentz et al 2016;Moller et al 2009;Pravossoudovitch et al 2014;Sherman and Clore 2009). For instance, Pravossoudovitch et al (2014) asked participants to categorize words as danger words (e.g., emergency, threat) or safety words (e.g., shelter, home).…”

Created Realities: A Model

“…But research shows that in some cases, it is not necessary to attract attention. Goodhew and Kidd (2020) show that even the color of the word on the page or screen affects behavior. This finding fits well with Galdi et al's (2008) theory that automatic mental associations affect decision making, or using the terms of this paper, the impact a message will have on the receivers.…”

Why People Perceive Messages Differently: The Theory of Cognitive Mapping

“…The single word change did not attract attention. Goodhew and Kidd (2020) show that even the color of the word on the page or screen affects behavior. This finding fits well with Galdi et al's (2008) theory that automatic mental associations affect decision making.…”