Selective changes in color preference caused by the manipulation of the impression of “sweetness” through reading texts

Abstract

Recent studies have suggested that an individual’s color preferences are not fixed but may be subject to change. Additionally, laboratory experiments have indicated the possibility of altering participants’ color preferences. This study aimed to investigate whether the evaluation of colors associated with “sweetness” could be manipulated by having participants read specific stories. We investigated changes in participants’ color preferences based on three conditions. In the preference increase condition, the preference for colors associated with “sweetness” increased, while in the preference decrease condition, it decreased. In the control condition, although the increase was smaller than in the preference increase condition, the preference for colors associated with ‘sweetness’ still increased. In conclusion, the study suggests that reading stories related to sweet foods can manipulate the preference for colors associated with “sweetness.”