Gender difference in color preference across cultures: An archetypal pattern modulated by a female cultural stereotype

Bonnardel, Valerie (2017) Gender difference in color preference across cultures: An archetypal pattern modulated by a female cultural stereotype. Color Research and Application. ISSN 1520-6378

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A gender difference in color preference among British participants has been repeatedly reported, in which both males and females show a preference for blue-green colors, while females express an additional preference for pink-purple colors6,10,12. To investigate the robustness of gender difference in color preference in a different culture, we tested 81 young adult Indians from a school of Design and compared them to 80 young British students in Psychology. A 35-item International Personality Item Pool (IPIP) and the Bem Sex Role Inventory (BSRI) questionnaires were also administered to explore possible links between personality traits, gender schemata and color preferences. Results confirmed a gender difference in both cultures; participants collectively expressed a preference for cool over warm colors, while in addition females showed a preference for pink colors, with a warm bias for Indian females and a cool bias for British females. While these results extend gender difference to Indian culture and support the universality of an underlying pattern they also reveal a culture-specific contribution essentially observed in females. In British participants, color preference was correlated exclusively with BSRI scores in females and overwhelmingly with IPIP scores in males; this gender-specific pattern of correlation was not replicated in the Indian sample. Results point to an archetypal pattern of gender difference in color preference with a remarkable cross-cultural similarity in men and a subtle but significant cultural difference in women whose origin is yet to be explained.

Item Type: Article
Uncontrolled Keywords: Gender; colour preference; cultural stereotypes
Subjects: C Biological sciences > C854 Psychology of perception
C Biological sciences > C872 Psychology of gender
C Biological sciences > C873 Cross-cultural psychology
Departments: Faculty of Humanities and Social Sciences > Psychology
Depositing User: Valerie Bonnardel
Date Deposited: 31 Oct 2017 17:11
Last Modified: 15 Jan 2018 16:56

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