The effect of pink/blue clothing on automatic social behavior and mediation mechanism

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K17255
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Social psychology
• Research Institution: Seisen Jogakuin College
• Principal Investigator: Ishii Kunio 清泉女学院大学, 人間学部, 講師 (40705208)
• Research Collaborator: TADO'OKA Yoshika 高崎経済大学, 地域政策学部, 准教授 (10794018) ; MATSUZAKI Keisuke 首都大学東京, 人文科学研究科, D3 ; KATO Juri 金沢工業大学, 情報フロンティア学部, 助教 (10805401)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: ステレオタイプ / ジェンダー / 社会的認知 / 着衣認知 / ピンク / 色

Outline of Final Research Achievements

In many cultures worldwide, one stereotype emerges: pink is associated with girls and blue is associated with boys. In this research, we verified the mechanism that wearing pink and blue clothes affects automatic judgment and behavior by causing a change in self-cognition. A series of studies revealed that pink/blue clothes exert a certain influence on self-cognition and gender-related attitudes. On the other hand, although the mediation process was limitedly shown in some studies. Further studies are needed to verify the mediation process.

Free Research Field

社会心理学