Chloe Taylor
Chloe Taylor is a researcher and first author of the 2012 further investigation of ecological valence theory.
Who they are
The work of Chloe Taylor reaches this site through the paper listed below. The name is tied to Colour-Object Association, Weighted Affective Valence Estimate.
Key papers
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. What it reports: Weighted affective valence estimate predicted preference more strongly for males (74 per cent shared variance) than females (45 per cent); colours tied to few objects liked, many objects disliked; limits of the theory in current form while supporting a link.
Key ideas
Colour-Object Association: The link between a colour and the objects people think of when they see it, such as blue with clear skies.
Weighted Affective Valence Estimate: 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.
Sources
- 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.