Predicting Context-dependent Cross-modal Associations with Dimension-specific Polarity Attributions. Part 2: Red and Valence

Abstract

Although context effects have repeatedly been demonstrated, it remains difficult to predict how context features influence the associative meaning of concepts. In a recent series of Experiments (see Part 1, Schietecat, Lakens, IJsselsteijn, & de Kort, 2018), we proposed and tested the dimension-specificity hypothesis for understanding and predicting context-dependent cross-modal associations between saturation, brightness, and aggression. In the current manuscript, Part 2, we aim to further test the dimension-specificity hypothesis by predicting the context-dependency of the meaning of the color red observed in the literature. The results of a series of five experiments revealed that the associations between red and valence could be predicted based on the activated dimensions of meaning (i.e., the evaluation or activity dimension) through the opposing concepts in the task. In the context of green, red was associated with negativity, whereas in context of blue, red was mostly associated with activity. Therefore, red was related to both aggression (a negative concept) and enthusiasm (a positive concept), depending on the context.

Polarities influence implicit associations between colour and emotion

“…While this was a test of brightness-emotion associations, this logic has recently also been applied in an indirect way to the hue-emotion association case of red/green colour-valence congruence effects by Schietecat et al (2018b). Between tasks, these authors varied if participants had to classify target words by their valence or by their activity value.…”

“…Central to the current paper are the dynamic associations linking emotional 1 valence and colour. Red and green are the colours we will focus on, as research shows that these two colours can vary maximally on the valence (evaluation) dimension (see Schietecat et al, 2018b). Conventionally, financial gains, upward trends, secure situations and agreeing actions are depicted in green colour, and conversely, losses, downward trends, potential danger and disagreeing actions in red colour.…”

Heaviness-brightness correspondence and stimulus-response compatibility

“…11 Schietecat et al (2018aSchietecat et al ( , 2018b treat cross-sensory correspondences, as conceived in the present study, as being distinct from the cross-sensory associations mediated by the affective meanings identified by Osgood et al (1957). Putting aside concerns we might have regarding the manner in which Osgood et al identify the underlying dimensions of affective meaning, we might question both the logic and the legitimacy of Schietecat et al's claim that people attribute positive polarity to one end of each of the three affective dimensions, and that it is the 'more' ends of all these dimensions that are positive (i.e., active and strong are good, whereas passive and weak are bad).…”

Tutorial: Theoretical Considerations When Planning Research on Human Factors in Lighting

“…But light also guides and directs attention and awareness (Steidle and Werth 2014;Veitch 2001) and has meaning even to the point where it induces cognitive associations (e.g., Elliot and Maier 2014;Schietecat et al 2018aSchietecat et al , 2018b. For instance, quite strong associations exist between brightness and goodness (morality) but also activity and liveliness, in contrast to how darkness is generally associated with immorality and, to a lesser extent, inactivity (Schietecat et al 2018a).…”

“…But light also guides and directs attention and awareness (Steidle and Werth 2014;Veitch 2001) and has meaning even to the point where it induces cognitive associations (e.g., Elliot and Maier 2014;Schietecat et al 2018aSchietecat et al , 2018b. For instance, quite strong associations exist between brightness and goodness (morality) but also activity and liveliness, in contrast to how darkness is generally associated with immorality and, to a lesser extent, inactivity (Schietecat et al 2018a). Acting like contextual cues that impact information processing, such cognitive associations may result in approach or avoidance behaviors (e.g., Mehta and Zhu 2009), more positive or negative appraisals of objects or scenes (Beute and de Kort 2013;Lakens et al 2013), different styles of information processing (Steidle et al 2011), and different social perceptions and moral behavior (e.g., Baron et al 1992;Schietecat 2018;Zhong et al 2010), resulting, for instance, in more positive assessments of written personnel folders of fictive employees under dimmer conditions but also more dishonest reporting of one's performance on a task and persons photographed in dimmer conditions being judged less positive and more aggressive than the same individuals photographed in bright conditions.…”