Aspects of Facial Contrast Decrease with Age and Are Cues for Age Perception

Age is a primary social dimension. We behave differently toward people as a function of how old we perceive them to be. Age perception relies on cues that are correlated with age, such as wrinkles. Here we report that aspects of facial contrast–the contrast between facial features and the surrounding skin–decreased with age in a large sample of adult Caucasian females. These same aspects of facial contrast were also significantly correlated with the perceived age of the faces. Individual faces were perceived as younger when these aspects of facial contrast were artificially increased, but older when these aspects of facial contrast were artificially decreased. These findings show that facial contrast plays a role in age perception, and that faces with greater facial contrast look younger. Because facial contrast is increased by typical cosmetics use, we infer that cosmetics function in part by making the face appear younger

Colored Apparel - Relevance to Attraction in Humans

There are numerous different dyes available, many varied fashion trends, and various different ways to change/enhance physical aesthetics. Predicting color preferences and how colors and color combinations, in a shape context, stimulate certain emotions, represents a challenging prospect. Color is a critical cue for sexual signaling, but what the preferred colors actually are in humans, is difficult to predict. Understanding color preferences and perception of color within a context such as attraction, is essential for improving color forecasting and gaining a deeper understanding of color perception. The appearance of color can change based on lighting, shape, texture, and the surrounding environment and associated colors. While these provide physical color characteristics, human vision and perception contributes to how a color appears to the individual. Perception is unique to each individual and is constantly changing due to the influence of a range of variables. This can cause someone to appear visually attractive or visually unattractive. By taking into account all the variables that contribute to human studies in color perception, tailored research can continue to be undertaken to further develop a deeper understanding of color perception and human attraction regarding visual stimulation

Strategic Sexual Signals: Women's Display versus Avoidance of the Color Red Depends on the Attractiveness of an Anticipated Interaction Partner

The color red has special meaning in mating-relevant contexts. Wearing red can enhance perceptions of women's attractiveness and desirability as a potential romantic partner. Building on recent findings, the present study examined whether women's (N = 74) choice to display the color red is influenced by the attractiveness of an expected opposite-sex interaction partner. Results indicated that female participants who expected to interact with an attractive man displayed red (on clothing, accessories, and/or makeup) more often than a baseline consisting of women in a natural environment with no induced expectation. In contrast, when women expected to interact with an unattractive man, they eschewed red, displaying it less often than in the baseline condition. Findings are discussed with respect to evolutionary and cultural perspectives on mate evaluation and selection

Color As A Factor Of Product Choice In E-Commerce

An exploratory study was conducted to evaluate the effects of Web site background color on consumers’ attitudes toward selected product attributes and consumers’ likelihood of purchase using a mixed design factorial experiment. Simulated Web pages were created using fully saturated colors from a Web page software program. Seven levels of color, including neutral white, and three levels of product were used in the experiment.  Results indicated a trend for two of the three products to receive more positive attribute scores when featured on a blue or purple background

Cultural And Social Influences On The Perception Of Beauty: A Case Analysis Of The Cosmetics Industry

This case investigates the history of cosmetics and the cosmetic industry.  The success (or failure) of a specific cosmetic is dependent upon the consumer’s perception that the cosmetic will make him/her more attractive.  The case illustrates that this perception of attractiveness is a function of culture, society, and the time-frame of the purchase.  Specifically, that which is considered attractive in one society may not be considered attractive in another.  In addition, that which is considered attractive today may not be considered attractive tomorrow.  After illustrating the historical and cultural influence on beauty and cosmetics, teaching notes are offered to illustrate the importance of these variables on the success of the cosmetic industry.&nbsp

Research on food healthiness: Supporting decisions on public health, package design, and everyday consumption situations

Food marketing can be used as a means to combat the current obesity epidemic by increasing the healthiness of a consumer’s diet. The negative and positive influence of marketing practices on food intake has been investigated for advertisement via traditional (media) and modern (online, in-store, events, etc.) channels, branding campaigns, or product placement. Another increasingly applied, yet underresearched marketing tool to communicate with consumers is product packaging. Therefore, this cumulative dissertation empirically investigates consumers’ understanding of healthy nutrition and effects of multiple package design elements on subjective food healthiness perceptions. The first article (Chapter 2) provides an exploration of fundamental lay theories regarding healthy nutrition among German consumers by using Q methodology. Relating to package design effects, Chapter 3 implicitly and explicitly establishes basic and food-related design-healthiness association for color lightness (vs. darkness) and shape roundness (vs. angularity). Chapter 4 examines how the design factor weight—as expressed by light-weighted vs. heavy-weighted colors and typefaces applied on a package design—influences the respective food healthiness perception. It also reveals boundary conditions of the effect for individuals’ health regulatory focus. Following up on this, Chapter 5 investigates the overall shape of a package design, i.e., its slimness (vs. thickness) and how it subsequently shapes food healthiness perceptions depending on participants’ gender and body mass index (BMI). It also introduces the social construct of self-referencing as an explanatory mechanism. The last chapter extends design-related findings by utilizing symbolic meaning in product images on packages that are shown to not only impact a food’s healthiness, but perceptions of its level of processing, quality, and, ultimately, its actual taste. Findings can be used to address the current public health concern by deriving implications for public health officials, marketing managers, and the informed consumer

The influence of colors in work and trade settings: Complementary colors, mood states and retail environment

This thesis seeks to discuss the influence of color in work and trade settings, to assess the implications of their applicability in both organizational behavior and retail environment. This investigation was sprung with a preliminary literature review about the influence of space and color in organizational behavior. Subsequently, our major research queries were outlined and three focal studies following a within-subject design about color thus ensued. We first sought to understand the emotional processes behind the choice of complementary colors. Bearing in mind that the literature about complementary colors and emotions is scarce, we analyzed the association between complementary colors and mood states (Chapter I). Through an experimental study, 39 participants were instructed to choose colored cards at four different moments through time, after the induction of an emotional state. Four emotion conditions were evoked by means of autobiographical recall (i.e., happiness, sadness, balanced mood, unbalanced mood). Findings showed that complementary colors were preferred in the unbalanced mood scenario, suggesting that the color choice might rely on partially conscious mechanisms aiming at regaining a balanced state. Secondly, we investigated the interrelation between anthropomorphic packaging and color choices (Chapter II). A total of 259 participants were exposed to non-anthropomorphic and anthropomorphic packaging, considering a product from the real market (Milaneza pasta). Four different color conditions were rated in terms of attractiveness and purchase intention. Our findings suggested that anthropomorphism influenced product’s attractiveness but did not affect purchase intention. Importantly, the green anthropomorphic package produced an almost complementary color contrast between the pasta and the package (vivid green vs. orange-red), leading to a higher color contrast perception that positively affected the product’s attractiveness. In the third study, 436 participants assessed two retail scenarios – orange store and blue store – and two products – chocolate and soap (Chapter III). The products varied in color (red, orange, blue and beige), and were assessed in both stand-alone and embedded in the store situations, through image manipulation. Our results showed that there was a triple interaction resulting from retail environment color × product color × product category. Accordingly, we reinforce the idea that color should not be considered individually, but always in the context where it is inserted. With these three studies, we aim to contribute to the knowledge about the influence of color in human behavior. Crucially, we validate our prediction concerning the presumed effect of complementary colors, both emotionally and in retail settings. Here, we discuss the theoretical and practical implications of these findings.Nesta tese pretendemos discutir a influência da cor no comportamento organizacional e em contexto de marketing, assim como a aplicabilidade deste conhecimento. A investigação teve início com uma revisão de literatura acerca da influência do espaço e da cor no comportamento organizacional. De seguida, o nosso trabalho começou a delinear-se com maior definição, e foram desenvolvidos três estudos sobre cor, com design intra-sujeitos. Em primeiro lugar, tivemos como objetivo o entendimento sobre os processos emocionais que desencadeiam a escolha de cores complementares. Tendo em conta que a literatura sobre cores complementares e emoções é escassa, analisámos a associação entre cores complementares e estados emocionais (Capítulo I). Através de um estudo experimental intra-sujeitos, 39 participantes escolheram cartões coloridos em quatro momentos diferentes, depois da indução de um estado emocional. Foram induzidas quatro condições emocionais (i.e., felicidade, tristeza, equilíbrio emocional, desequilíbrio emocional) através da redação de um episódio autobiográfico. Os resultados revelaram que os cartões que apresentavam as cores complementares foram preferidos quando o desequilíbrio emocional foi evocado, sugerindo que a escolha de cores pode estar baseada em mecanismos psicológicos parcialmente conscientes, procurando de forma inconsciente recuperar um estado emocional mais equilibrado. Em segundo lugar, investigámos a inter-relação entre embalagens antropomórficas e escolhas de cores (Capítulo II). Um total de 259 participantes escolheram entre embalagens antropomórficas e não antropomórficas, considerando um produto existente no mercado (massa Milaneza). Foram avaliadas quatro cores diferentes em termos de atratividade do produto e intenção de compra. Os resultados mostraram que o antropomorfismo beneficia a atratividade do produto, mas não afeta a intenção de compra. Adicionalmente, a embalagem antropomórfica de cor verde produziu um contraste entre cores quase complementares entre si (verde vívido vs. laranja avermelhado), considerando a massa e a embalagem. Este maior contraste entre cores terá produzido uma perceção que afetou positivamente a atratividade do produto. No último estudo, 436 participantes compararam imagens de dois ambientes de loja – loja laranja e loja azul – e dois produtos – chocolate e sabão (Capítulo III). Os produtos analisados divergiam apenas na cor (vermelho, laranja, azul e bege) e foram avaliados de duas formas: (i) individualmente; e (ii) adicionados ao ambiente de loja através de manipulação digital da imagem. Os resultados demonstraram que houve uma tripla interação resultante do ambiente de loja × produto × categoria de produto. Validámos a ideia de que a cor não deve ser considerada individualmente, mas sempre no contexto onde está inserida. Com estes estudos, pretendemos contribuir para o conhecimento sobre a influência da cor no comportamento humano. O presumido efeito produzido pelas cores complementares, decorrente de fatores emocionais e de perceção, foi validado através da nossa investigação. Por último, implicações teóricas e práticas acerca destes resultados são discutidas

The Red Effect in Jury Decision-Making

Past research has shown that in many situations the color red has an effect on the way women are viewed. When women wear red, they may be perceived by men as having higher sexual intent and by women as more of a threat. For men, red has often been associated with dominance and power. The present study examines whether red affects jury decision-making, especially since red has also been associated with hostile choices. An online survey of college students was used to explore the hypothesis that when a woman involved in a sexual assault trial is pictured in red, she will be victimized more in that the defendant will receive a lesser sentencing for the assault. It is further hypothesized that when the crime is not sexual (e.g., embezzlement) the red effect may not apply. In the first case, although the hypotheses test results were not statistically significant at the .05 level. The average sentencing that defendants received in sexual assault trials was found to be shorter when the woman wore colors other than red. In the second case, women in red received the highest average sentence in embezzlement trials. This suggests that there could be some dominance and intelligence associated with women wearing red and that future studies should examine this further

Does make-up make you feel smarter? The "lipstick effect" extended to academic achievement.

AbstractPrevious studies have shown that higher levels of self-esteem are associated with better academic performance. However, there is no evidence if make-up can indirectly influence academic achievement and cognition through self-esteem. In this study, we examined the possibility that make-up can affect academic performance by asking 186 female undergraduate students to take a simulated university examination. Participants were randomly assigned to three groups, which consisted of wearing make-up, listening to positive music, and face coloring. Results showed that female students who had put make-up on received higher grades compared to those who did not. In addition, these students outperformed students with positive mood only and students who were engaged in a control activity. These findings underline the necessity of adopting a multidimensional approach to learning and memory and attest to the importance of studying further the interaction between physical self-esteem and cosmetics in cognition

An experimental study on the impact of color variety on the perception of snack food products

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceDespite people’s intentions on eating healthier, obesity rates have been on the rise. The increase in caloric intake and energy-dense foods between main meals (unhealthy snacks) represent an accounting explanation for increased obesity. Evidently, people often rely on their perceptions rather than on nutritional information, thus visual properties of snacks, including color variety, might be an important cue to promote healthy snacking choices. Research exploring the impact of color variety on the perceptions of snacks is limited, particularly in adults. This research addresses this gap by investigating, through an experimental approach, the influence of high color variety (vs. low color variety) on adults’ perceptions of taste, desire, and healthiness for healthy and unhealthy snacks. Participants were randomly exposed to one of four different snacking images: healthy or unhealthy snacks containing high or low color variety. Both healthy and unhealthy snacks were perceived as tastier when high in color variety (vs. low color variety) and the influence of high-color variety was associated with a stronger desire for healthy snacks. While no influence of color variety was found on the perceived healthiness of unhealthy snacks, healthy snacks high in color variety were perceived as healthier. The implications of this research for companies, consumers, and the public health community are discussed