The colour red affects time perception differently in different contexts

Shi, Jiaxin; Huang, Xin

doi:10.1002/ijop.12384

Cited by 14 publications

(8 citation statements)

References 24 publications

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“…A recent study in the International Journal of Psychology stated, "In this research, we used the verbal estimation paradigm to determine if the color red affects individuals' perception of interval duration. In our results, perceived duration was shorter in a red condition than in a blue one; additionally, only in the red condition, perceived duration was shorter in an online dating context than in an online interviewing context [5].…”

Section: Color and How Long Something Takescontrasting

confidence: 49%

Time Flies, Consciousness and other Things That Seem to Move But Don't

Burnham¹

2017

IJCAM

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Time is one of the things we perceive through our senses. Different senses take in time data, which is then processed in the brain and acted on. Both emotions and environmental stimuli influence our perception of the passage of time. Our perception of time influences how we walk, move, talk and think.Keywords: Time perception; Circadian rhythms; Basal ganglia; Parietal lobe; Metaphors Sensations of TimeThe five senses take in information from the environment in unique ways. The ticking of a clock can be heard. The brain takes in, unconsciously, a sense of the seconds passing. The sun crossing the sky can be seen. The brain synchs its circadian

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Section: Color and How Long Something Takescontrasting

confidence: 49%

Time Flies, Consciousness and other Things That Seem to Move But Don't

Burnham¹

2017

IJCAM

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“…Other research suggests that participants spent less time browsing products when shopping on websites that used a red background (Bellizzi & Hite, 1992). Such inhibiting effects of red have also been shown to lower consumption of skin care products (Bruno, Martani, Corsini, & Oleari, 2013), and lower perceived interval durations in time estimation tasks (Shi & Huang, 2017). Similarly, use of red color in food and food packaging has been shown to reduce intake of snacks and soft drinks (Genschow et al, 2012; Risso, Maggioni, Olivero, & Gallace, 2015).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Red price? Red flag! Eye‐tracking reveals how one red price can hurt a retailer

Bhatt

Jeong

et al. 2020

Psychology and Marketing

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Retailers present prices in red color to signal savings. Past research has shown that presenting all prices in red increases perceived savings from the store. However, in practice, retailers often present just one price in red in promotion materials with multiple prices. Will consumers perceive higher savings from the store even if only one price is presented in red? This research examines this prevalent retail practice using a theoretical lens. The theoretical framework predicts that two unique learned associations with red color (red: Savings and red: Stop) play a key role in shaping consumers' perception of savings from stores that highlight only one price in red. This research proposes and empirically demonstrates that consumers perceive lower savings from stores that present only one price in red. The theoretical framework is validated using a multi-method approach that combines the strengths of behavioral and physiological (eye-tracking) methods. Findings from this research suggest that presenting only one price in red lowers perceived savings from the store, which may hurt sales.

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“…For example, as shown by a famous study, 30 there is an effect of color on cognitive task performance [“red (versus blue) color primarily induces an avoidance (versus approach) motivation and that red enhances performance on a detail-oriented task, whereas blue enhances performance on a creative task”]. In addition, a recent study 31 about color-dependent psychological effects found that the type of color affected the perception of interval duration in subjects (“perceived duration was shorter in a red condition than in a blue one”); the effect was also dependent on the type of task.…”

Section: Introductionmentioning

confidence: 99%

Effect of short-term colored-light exposure on cerebral hemodynamics and oxygenation, and systemic physiological activity

et al. 2017

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There is not yet a comprehensive view of how the color of light affects the cerebral and systemic physiology in humans. The aim was to address this deficit through basic research. Since cerebral and systemic physiological parameters are likely to interact, it was necessary to establish an approach, which we have termed "systemic-physiology-augmented functional near-infrared spectroscopy (SPA-fNIRS) neuroimaging." This multimodal approach measures the systemic and cerebral physiological response to exposure to light of different colors. In 14 healthy subjects (9 men, 5 women, age: [Formula: see text] years, range: 24 to 57 years) exposed to red, green, and blue light (10-min intermittent wide-field visual color stimulation; [Formula: see text] blocks of visual stimulation), brain hemodynamics and oxygenation were measured by fNIRS on the prefrontal cortex (PFC) and visual cortex (VC) simultaneously, in addition with systemic parameters. This study demonstrated that (i) all colors elicited responses in the VC, whereas only blue evoked a response in the PFC; (ii) there was a color-dependent effect on cardiorespiratory activity; (iii) there was significant change in neurosystemic functional connectivity; (iv) cerebral hemodynamic responses in the PFC and changes in the cardiovascular system were gender and age dependent; and (v) electrodermal activity and psychological state showed no stimulus-evoked changes, and there was no dependence on color of light, age, and gender. We showed that short-term light exposure caused color-dependent responses in cerebral hemodynamics/oxygenation as well as cardiorespiratory dynamics. Additionally, we showed that neurosystemic functional connectivity changes even during apparently stress-free tasks-an important consideration when using any of the hemodynamic neuroimaging methods (e.g. functional magnetic resonance imaging, positron emission tomography, and fNIRS). Our findings are important for future basic research and clinical applications as well as being relevant for everyday life.

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The colour red affects time perception differently in different contexts

Cited by 14 publications

References 24 publications

Time Flies, Consciousness and other Things That Seem to Move But Don't

Time Flies, Consciousness and other Things That Seem to Move But Don't

Red price? Red flag! Eye‐tracking reveals how one red price can hurt a retailer

Effect of short-term colored-light exposure on cerebral hemodynamics and oxygenation, and systemic physiological activity

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