Implicit attitude toward color (4) –analysis of implicit achromatic color preference using FUMIE Test

Abstract

　Implicit preferences toward achromatic colors(white, black and gray)were measured using FUMIE(Filtering Unconscious Matching of Implicit Emotions)Test. The measurements of implicit achromatic color preference were repeated twice with four weeks interval, and compared with explicit preference measured with VAS(visual analogue scale).The results of the FUMIE test exhibited a certain range of stability against a time interval, although it was lower than in the VAS results, suggesting that the FUMIE test can be utilized as a reliable method in measuring implicit color preference. The results also indicated significant discrepancies between implicit and explicit measurements of achromatic color preference, which has been repeatedly demonstrated in the previous studies using IAT as an implicit measurement. Furthermore, the current experiment reveals several novel facts concerning implicit color preference, e.g., an implicit black avoidance was hardly expressed in an explicit way. These findings can only be accomplished with a measurement which enabled us to analyze monopolar psychological concepts, just like as a FUMIE test employed in this investigation.