The social side of color: How social exclusion influences preferences for color combination

Abstract

This study investigates the impact of social exclusion on consumer preferences for color combinations. Drawing on findings from five experimental studies, we demonstrate that individuals who have experienced social exclusion display a heightened preference for analogous color combinations, as opposed to complementary ones, compared to those who have not experienced social exclusion. Our research posits that this preference arises from the feeling of conflict induced by social exclusion, leading individuals to choose products and environments with analogous colors as a coping mechanism to alleviate this feeling of conflict. By establishing a connection between social exclusion and color combination preferences, our study contributes to a deeper comprehension of the factors influencing consumer choices in the realm of color. Furthermore, we demonstrate the broader consequences of social exclusion on consumer behavior. Our research also indicates that utilizing analogous color combinations in both product and interior design can substantially enhance the appeal for socially excluded individuals.