Context specificity of implicit preferences: The case of human preference for red.

Three experiments were conducted on color preference using a spontaneous selection paradigm with infant participants. Experiment 1 demonstrated that participants prefer red over green in a friendly laboratory environment. Experiment 2 demonstrated that participants' preference for red varies with the context in which the color is presented: Red is preferred in a hospitable context (following a happy face), but not in a hostile context (following an angry face). The opposite pattern was found for the control color green. Experiment 3 used the same context manipulation, but a second control color, gray, was added to clearly examine whether context affects preference for red only. As predicted, given a second alternative choice, context-dependent preference for red, but not green or gray, was found. These results represent the first evidence of context moderation in the color preference literature.