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The Colored Computer: Effects of Color on Implicit Biases

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This thesis offers a look into color theory and how it applies to commonly-used electronics, with computers being the main focus. This is done by employing research in user interface design, color theory, Brief Implicit Association Task validity, and Mechanical Turk participant validity. This study utilizes a recent modification of…

This thesis offers a look into color theory and how it applies to commonly-used electronics, with computers being the main focus. This is done by employing research in user interface design, color theory, Brief Implicit Association Task validity, and Mechanical Turk participant validity. This study utilizes a recent modification of the more widely known implicit association task and takes advantage of MTurk's pool of subjects for its' data. Via a BIAT, implicit associations between red or blue colored computer images and "analytic" or "creative" synonyms were examined. No significant associations were found, despite strong background research. These findings suggest that further research is needed in this area before broader conclusions can be made.
ContributorsMorris, Taylor Monroe (Author) / Branaghan, Russel (Thesis director) / Song, Hyunjin (Committee member) / Human Systems Engineering (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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Self-congruity, Preference, and Pathfinder: An Examination of News Media Outlet Knowledge Structures

Description
Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study…

Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand. Self-congruity was found to be significantly related to preference. However, this relationship was mediated by participants’ fiscal and social orientation. Overall, using Pathfinder to generate associative networks and measure self-congruity could be a useful approach for understanding how people perceive and relate to different news media outlets.
ContributorsWillinger, Jacob T (Author) / Branaghan, Russel (Thesis advisor) / Craig, Scotty (Committee member) / Gray, Robert (Committee member) / Arizona State University (Publisher)
Created2018