This study investigates the impact of social exclusion on consumer preferences for color combinations. Drawing on findings from five experimental studies, we demonstrate that individuals who have experienced social exclusion display a heightened preference for analogous color combinations, as opposed to complementary ones, compared to those who have not experienced social exclusion. Our research posits that this preference arises from the feeling of conflict induced by social exclusion, leading individuals to choose products and environments with analogous colors as a coping mechanism to alleviate this feeling of conflict. By establishing a connection between social exclusion and color combination preferences, our study contributes to a deeper comprehension of the factors influencing consumer choices in the realm of color. Furthermore, we demonstrate the broader consequences of social exclusion on consumer behavior. Our research also indicates that utilizing analogous color combinations in both product and interior design can substantially enhance the appeal for socially excluded individuals.

中文翻译：

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颜色的社会方面：社会排斥如何影响颜色组合的偏好

本研究调查了社会排斥对消费者颜色组合偏好的影响。根据五项实验研究的结果，我们证明，与没有经历过社会排斥的人相比，经历过社会排斥的人对类似颜色组合而不是互补色组合表现出更高的偏好。我们的研究认为，这种偏好源于社会排斥引起的冲突感，导致个体选择具有相似颜色的产品和环境作为缓解这种冲突感的应对机制。通过建立社会排斥和颜色组合偏好之间的联系，我们的研究有助于更深入地理解影响消费者在颜色领域选择的因素。此外，我们还证明了社会排斥对消费者行为的更广泛影响。我们的研究还表明，在产品和室内设计中使用类似的颜色组合可以大大增强对社会排斥个体的吸引力。