color in context psychological context moderates the influence of red on approach- and avoidance-motivated behavior颜色背景的心理背景温和派红色的方法u2014u2014和avoidance-motivated行为的影响.pdf

Color in Context: Psychological Context Moderates the Influence of Red on Approach- and Avoidance-Motivated Behavior 1 1 2 3 4 Brian P. Meier *, Paul R. D’Agostino , Andrew J. Elliot , Markus A. Maier , Benjamin M. Wilkowski 1 Department of Psychology, Gettysburg College, Gettysburg, Pennsylvania, United States of America, 2 Department of Clinical and Social Sciences in Psychology, University of Rochester, Rochester, New York, United States of America, 3 Department of Psychology, University of Munich, Munich, Germany, 4 Department of Psychology, University of Wyoming, Laramie, Wyoming, United States of America Abstract Background: A basic premise of the recently proffered color-in-context model is that the influence of color on psychological functioning varies as a function of the psychological context in which color is perceived. Some research has examined the appetitive and aversive implications of viewing the color red in romance- and achievement-relevant contexts, respectively, but in all existing empirical work approach and avoidance behavior has been studied in separate tasks and separate experiments. Research is needed to directly test whether red influences the same behavior differently depending entirely on psychological context. Methodology/Principal Findings: The present experiment was designed to put this premise to direct test in romance- and achievement-relevant contexts within the same experimental paradigm involving walking behavior. Our results revealed that exposure to red (but not blue) indeed has differential implications for walking behavior as a function of the context in which the color is perceived. Red increased the speed with which participants walked to