Colored valence in a lexical decision task.

ABSTRACT

Color influences behavior, from the simplest to the most complex, through controlled and more automatic information elaboration processes. Nonetheless, little is known about how and when these highly interconnected processes interact. This study investigates the interaction between controlled and automatic processes during the processing of color information in a lexical decision task. Participants discriminated stimuli presented in different colors (red, blue, green) as words or pseudowords. Results showed that while color did not affect the faster and more accurate recognition of words compared to pseudowords, performance was influenced when examining words and pseudowords separately. Pseudowords were recognized faster when presented in blue or red, suggesting a potential influence of evolutionary color preferences when processing is not guided by more controlled processes. With words, emotional enhancement effects were found, with a preference for green independent of valence. These results suggest that controlled and more automatic processes do interact when processing color information according to stimulus type and task.