The social side of color: How social exclusion influences preferences for color combination
通过五项实验发现，经历社会排斥的人更偏好类似色组合而非互补色组合，因为排斥引发冲突感，类似色能缓解这种不适。对营销和设计人员理解消费者色彩选择有参考价值。
Abstract This study investigates the impact of social exclusion on consumer preferences for color combinations. Drawing on findings from five experimental studies, we demonstrate that individuals who have experienced social exclusion display a heightened preference for analogous color combinations, as opposed to complementary ones, compared to those who have not experienced social exclusion. Our research posits that this preference arises from the feeling of conflict induced by social exclusion, leading individuals to choose products and environments with analogous colors as a coping mechanism to alleviate this feeling of conflict. By establishing a connection between social exclusion and color combination preferences, our study contributes to a deeper comprehension of the factors influencing consumer choices in the realm of color. Furthermore, we demonstrate the broader consequences of social exclusion on consumer behavior. Our research also indicates that utilizing analogous color combinations in both product and interior design can substantially enhance the appeal for socially excluded individuals.