Color preferences change after experience with liked/disliked colored objects

How are color preferences formed, and can they be changed by affective experiences with correspondingly colored objects? We examined these questions by testing whether affectively polarized experiences with images of colored objects would cause changes in color preferences. Such changes are implied by the ecological valence theory (EVT), which posits that color preferences are determined by people's average affective responses to correspondingly colored objects (Palmer & Schloss, Proceedings of the National Academy of Sciences, 107, 8877-8882, 2010). Seeing images of strongly liked (and disliked) red and green objects, therefore, should lead to increased (and decreased) preferences for correspondingly colored red and green color patches. Experiment 1 showed that this crossover interaction did occur, but only if participants were required to evaluate their preferences for the colored objects when they saw them. Experiment 2 showed that these overall changes decreased substantially over a 24-h delay, but the degree to which the effect lasted for individuals covaried with the magnitude of the effects immediately after object exposure. Experiment 3 demonstrated a similar, but weaker, effect of affectively biased changes in color preferences when participants did not see, but only imagined, the colored objects. The overall pattern of results indicated that color preferences are not fixed, but rather are shaped by affective experiences with colored objects. Possible explanations for the observed changes in color preferences were considered in terms of associative learning through evaluative conditioning and/or priming of prior knowledge in memory.