Weighted Affective Valence Estimate

Weighted Affective Valence Estimate

Reviewed by Faisal Zaidi

A score for each colour that averages how much people like the objects associated with it, weighted by how strongly each object goes with the colour.

What it is

Palmer and Schloss built it to test ecological valence theory with adults in the United States. Later studies compared it with colour preferences among men and women and among adults in a different cultural setting, and found it predicted some groups more strongly than others.

In effect

In the article on ecological valence theory, it serves as the measure that links object feelings to colour liking.

What it does not say

It is a prediction built from ratings of objects. Later studies found it predicted some groups better than others, so it is not a universal measure of colour liking.

Sources

  1. Palmer, S. E., & Schloss, K. B. (2010). An ecological valence theory of human color preference. Proceedings of the National Academy of Sciences, 107(19), 8877-8882.
  2. Taylor, C., & Franklin, A. (2012). The relationship between color-object associations and color preference: Further investigation of ecological valence theory. Psychonomic Bulletin & Review, 19(2), 190-197.
  3. Al-rasheed, A. S., Franklin, A., & Maule, J. (2022). A test of the ecological valence theory of color preference, the case of Arabic. Frontiers in Psychology, 13, 1010108.