The Effect of Pink/Blue Clothing on Implicit and Explicit Gender‐Related Self‐Cognition and Attitudes Among Men

Red biases sex categorization of human bodies

Color is associated with gender information (e.g., red-female). However, little has been known on the effect of color on sex recognition of human bodies. This study aimed to investigate whether the color red could influence the categorization of human bodies by sex, and the effect of contextual information. Visual stimuli were created using body silhouettes varying along the waist-to-hip ratio from female to male shapes. These stimuli were presented in conjunction with red, green, and gray colors, which were used either as body color (Experiment 1) or background color (Experiment 2). Participants were instructed to categorize the sex of the body stimuli as either male or female by pressing labeled keys. The results showed that when red was used as a body color, it induced a bias toward feminine body perception, while when used as a background color, it induced a bias toward masculine body perception. Thus, the color red influenced the sex categorization of human bodies, which being modulated by contextual information. These findings provided novel insights into the effect of contextual color cues in sex recognition of human bodies.

Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity

With the trend of national cultural confidence and the growing appreciation for aesthetic diversity, traditional apparel from different countries or regions has become a driving force in the clothing industry. Hanfu, an emerging trend that industrializes traditional culture, has garnered increasing attention from consumers. Thus, with the objective of exploring the psychological antecedents of Hanfu consumers' purchase intentions from the perspectives of product identification, cultural motivation, and consumers' perceived authenticity, the present study was empirically conducted with a sample of 823 respondents. Partial least squares-structural equation modeling (PLS-SEM) was employed to examine the proposed research model. The results demonstrate that consumers' identification with Hanfu and cultural motivation positively influence object-based and existential authenticity, as well as purchase intention. Furthermore, the mediating effect of perceived object-based authenticity is confirmed, indicating its significance in shaping consumers' purchase intentions, while the mediating effect of existential authenticity is found to be insignificant. Research findings could contribute to the understanding of the psychological mechanisms driving consumers' purchase intentions towards traditional clothing and highlight the importance of consumers' perceived object-based authenticity in the market of traditional cultural clothing.

An automatic red-female association tested by the Stroop task

Colors have been reported to be associated with genders (e.g., reddish color-females). Here, we investigated color-gender associations (red-female/green-male) among Japanese participants using two Stroop-word categorization tasks. Ten Japanese gendered words were chosen as visual stimuli. In Experiment 1 (N = 23), participants were instructed to indicate whether a target word presented in either red, green, or gray font color was a masculine or feminine word. Results showed a congruency effect of red-female association that red font color facilitated the categorization of feminine words and inhibited the categorization of masculine words compared to other colors. No significant effect of green-male association was observed. Experiment 2 (N = 23 newly recruited participants) examined whether the congruency effect of color-gender associations could bias perceptual font color categorization. Participants were asked to discriminate whether the font color, with low saturation, was red or green while ignoring the word's meaning. Results showed that participants responded faster and made fewer errors when categorizing red font colors for feminine words than masculine words. Additionally, a congruent effect of green-male association on performance accuracy was observed, although it did not affect response times. These results indicate the existence of an automatically activated red-female association, which can influence both conceptual gender categorization and perceptual color processing.

Evaluating the Evidence for Enclothed Cognition: Z-Curve and Meta-Analyses

Enclothed cognition refers to the systematic influence that clothes can have on the wearer's feelings, thoughts, and behaviors through their symbolic meaning. It has attracted considerable academic and nonacademic interest, with the 2012 article that coined the phrase cited more than 600 times and covered in more than 160 news outlets. However, a recent high-powered replication failed to replicate one of the original effects. To determine whether the larger body of research on enclothed cognition possesses evidential value and replicable effects, we performed z-curve and meta-analyses using 105 effects from 40 studies across 24 articles (N = 3,789). Underscoring the marked improvement of psychological research practices in the mid-2010s, our results raise concerns about the replicability of early enclothed cognition studies but affirm the evidential value for effects published after 2015. These later studies support the core principle of enclothed cognition-what we wear influences how we think, feel, and act.

Red background color biases gender categorization of human faces

Color carries gender information (e.g., red-female). This study explored whether background color could influence the gender categorization of human faces. Visual stimuli were generated from faces whose sexually dimorphic content was morphed monotonically from female to male perception. The face stimulus was presented upright (Experiment 1) and inverted (Experiment 2) with three background colors (i.e., red, green, and gray). Participants were instructed to categorize the gender of the face stimulus as male or female by pressing one of two labelled keys. Results showed that a red background could bias the gender of an ambiguous upright face toward a female compared with green and gray background colors (Experiment 1). However, this red effect was diminished when the face stimulus was inverted (Experiment 2). These results suggest that red background color interacting with facial configuration features biases gender perception toward a female face, possibly through top-down processing of learned associations between the color red and femininity.