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color preferences
In the psychology of color, color preferences are the tendency for an individual or a group to prefer some colors over others, such as having a favorite color.
==Introduction==
An 'ecological valence theory' (EVT) has been suggested to explain why people have preferences for different colors. This is the idea that the preference for color is determined by the average affective response to everything the individual associates with the color. Hence, positive emotional experiences with a particular color are likely to increase the propensity to develop a preference for that color and vice versa. Social and cultural factors also factor into this affective response. A study in 2011 on the effects of "school spirit" and color preferences found members of Berkeley were more likely to favor the school's official colors than rival university Stanford. This degree of preference was also correlated with their self-reported level of "school spirit". The researchers conducting the study concluded that this was evidence for the EVT.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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