Judges selected from ISCC-NBS patches those colors which were most representative of red, yellow, green, and blue. These colors were presented for 1 min. each with GSR, heart rate, and respiration being recorded. There was a significant color effect on GSR but not on the other measures. Red was significantly more arousing than blue or yellow and green more than blue.
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Jacobs et al. (1974) studied this question.
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