Warm Backgrounds, Warm Assessments (08-04-17)

Choi, Chang, Lee, and Chang investigated how color can influence assessments.  They found via “experiments and field surveys in the USA and South Korea. . . .  that an anonymous person against a warm color background (vs. neutral and cold color background) is perceived to be one with warmer personality.”  Also, “nurses’ perception of warmth from a hospital’s ambient color affects their favorable judgment of the hospital and intention to take on an extra role.”

Jungsil Choi, Young Chang, Kiliae Lee, and Jae Chang. 2016.  “The Effect of Perceived Warmth on Positive Judgment.”  Journal of Consumer Marketing, vol. 33, no. 4, pp. 235-244.