A Study Of The Impact And Mechanism Of Valence Match That Between Abstract Color And Behavior To Moral Judgment Of College Student

As an essential stimuli in individuals’ daily life, abstract color has been proved to play an important role in individuals’ behavior. With increasing attention on social morality in recent years, this paper aims to explore the relationship between color and moral judgment. Because foreign scholars have found that red has no significant inhibiting effect on individuals’ unethical behaviors, and have verified that the matching of color and behavior’s valence will decrease the individuals’ sense of immorality to unethical behaviors. Therefore, this study bases on the conclusion of previous studies, taking college students as the research object, to explore the influence of the matching degree between color and behavior’s valence on moral judgment, and points out the internal mechanisms of this phenomenon.This study adopts laboratory experiments, and designs three experiments in total. Experiment 1 and experiment 2 aim to verify the influence of matching degree between abstract color and behavior’s valence on moral judgment. Experiment 3 aims to verify the internal mechanism.The result shows that the matching of abstract color and behavior’s valance will make college students’ evaluate ethical and unethical behavior more positively, and the mismatching of abstract color and behavior’s valance will make their evaluate ethical and unethical behavior more negatively. The reason of this phenomenon is the matching(mismatching) valence provokes individuals’ implicit negative(positive) emotion.