Judgment is not color blind: The impact of automatic color preference on product and advertising preferences
研究通过三项实验发现，人们对白色有自动偏好，这种偏好影响产品选择和广告反应，且在白人和黑人中都存在，需区分颜色与种族标签。
Abstract This research examines the colors white and black and highlights the importance of automatic preference for the color white over black in product choice and advertising contexts. Across three studies, we incorporate multiple Implicit Association Tests to assess automatic preferences for colors, products, races, and advertisements. In Study 1, we demonstrate an automatic color preference for white over black, show that this preference holds for Caucasian‐Americans and African‐Americans, and find that automatic color preference predicts automatic product preference of white over black‐colored products. Study 2 extends these findings by showing that actual behavioral product choice is best predicted by a combination of automatic and explicit color preferences. In the advertising domain, Study 3 demonstrates how automatic color preference influences advertising responses and how it explains the lack of in‐group preference by African‐Americans in previous implicit studies of racial preference. Collectively, our research draws attention to the need to disentangle white and black as designation of colors versus racial groups, and offers significant and novel contributions to the work on color and race in consumer psychology.