Abstract
The Goldilocks effect is the tendency to select the middle choice when three choices that can be expressed in three levels, such as size and price, are presented. We investigate the possibility that the Goldilocks effect can also be applied to color and that it unintentionally distorts the choice. Specifically, we hypothesized that when presented with three choices consisting of two different colors and their average color (the average of the two colors), people would choose the average color, and we conducted a crowdsourcing experiment. The experiment results showed that people did not tend to choose the average color option. However, analysis by gender showed that females tended to select the average color option while males did not. In addition, when the average colors were similar to one of the two colors in the three options, both males and females tended to select the less similar different color option.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Priluck Grossman, R., Wisenblit, J.Z.: What we know about consumers’ color choices. J. Market. Pract. Appl. Market. Sci. vol. 5(3), no. 11, 78–88 (1999)
Kobayashi, H., Yoshitake, M., Tsuchiya. H., Tanaka, Y., Vinai, N., Shinichi, K.: Effect of Color Variation on Consumer Satisfaction with Choice: The Case of Fashion- and Style-oriented Products. International Association of Societies of Design Research 2011 Proceedings (4 pages on conference CD−ROM) (2011)
Terry, L.C., Jeffrey, J.: All dressed up with something to say: effects of typeface semantic associations on brand perceptions and consumer memory. J. Consum. Psychol. 12(2), 93–106 (2008)
Fergus, M.C.: Color as a factor in food choice. Critical Reviews in Food Science and Nutrition, pp. 83–101 (2009)
Yokoyama, K., Nakamura, S., Yamanaka, S.: Do animation direction and position of progress bar affect selections? In: Ardito, C., et al. (eds.) INTERACT 2021. LNCS, vol. 12936, pp. 395–399. Springer, Cham (2021). https://doi.org/10.1007/978-3-030-85607-6_45
Hosoya, S., Yamaura, H., Nakamura, S., Nakamura, M., Takamatsu, E., Kitaide, Y.: Does the pop-out affect the product selection of signage vending machine?. In: 17th IFIP TC.13 International Conference on Human-Computer Interaction (INTERACT 2019), vol. 11747, p. 24–32 (2019)
Yahoo! Crowdsourcing. https://crowdsourcing.yahoo.co.jp/
Wilson, T.D., Nisbett, R.E.: The accuracy of verbal reports about the effects of stimuli on evaluation and behavior. Soc. Psychol. 41(2), 118–131 (1978)
Abramov, I., Gordon, J., Feldman, O., Chavarga, A.: Sex and vision II: color appearance of monochromatic lights. Biol Sex Differ 3(21), 21–35 (2012)
Acknowledgment
This work was partly supported by JSPS KAKENHI Grant Number JP22K12135.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Sekiguchi, Y., Ueki, R., Yokoyama, K., Nakamura, S. (2023). Does the Average Color Influence Selection?. In: Kurosu, M., Hashizume, A. (eds) Human-Computer Interaction. HCII 2023. Lecture Notes in Computer Science, vol 14012. Springer, Cham. https://doi.org/10.1007/978-3-031-35599-8_32
Download citation
DOI: https://doi.org/10.1007/978-3-031-35599-8_32
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-35598-1
Online ISBN: 978-3-031-35599-8
eBook Packages: Computer ScienceComputer Science (R0)