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WHITE-1 emotions





  • Friend and man, cultural differences in concept allocation

    Some of the differences in concept allocation are suggestive of real culture differences; for example: both friend and man are good-strong-active (Osgood’s 3-factors) for Americans and Japanese, but passive for the Flemish and weak for the Finns.

    Osgood (1964)

  • Circumplex model of core affect with product relevant emotions

    Desmet, 2007; adapted from Russell, 1980.

    Note from the DSD editorial: The eight core affects that are brought together according to two dimensions of emotion: Arousal and Valence, can be divided over the eight primary colour codes according to the method of the Semantic Colour Space. If we assume that the semantic depth dimension corresponds to Valence, and the breadth to Arousal, the following connections may be laid:
    (V-,A-) boredom, sadness, isolation: code 010 or 000, green or blue.
    (V-,A0) disappointment, contempt, jealousy: code 000 or 010, blue or green.
    (V-,A+) alarm, disgust, irritation: code 001 or 011, black or purple.
    (V0,A+) astonishment, eagerness, curiosity: code 011 or 111, purple or yellow.
    (V+,A-) satisfaction, softened, relaxed: code 100 or 110, brown or white.
    (V0,A-) awaiting, deferent, calm: code 110 or 010, white or green.
    (V+,A0) admiration, fascination, joyfulness: code 111 or 101, yellow or red.
    (V+,A+) inspiration, desire, love: code 101 or 111, red or yellow.

    The height dimension, with dominance as the emotional 3rd dimension, was not applied in Desmet and Hekkert’s research.

  • ‘Elegance’ and colour in Germany

    Elegance: black 22%, silver 19%, white 15%, …
    Heller (1989)

  • ‘Delicate’ and colour in Germany

    Delicate: pink 46%, white 20%, yellow 12%…
    Heller (1989)

  • ‘Dullness’ and colour in Germany

    Dullness: grey 45%, brown 24%, …
    Heller (1989)

  • The colour of ‘friendly’ in 9 countries


    Light and chromatic colours. Different hues.
    Jung et al. (2018)

  • ‘Friendliness’ and colour in Germany

    Friendliness: blue 20%, rose/pink 13%, yellow 11%, white 11%, …
    Heller E. (1989)

  • Cooperativeness

    Cooperativeness quantifies the extent to which individuals conceive themselves as integral parts of human society, and corresponds with the psychoticism trait.

    Low in cooperativeness: aggressively self-centred and hostile, intolerant, callous, unhelpful, and vengeful. intolerance, social disinterest, unhelpfulness, revengefulness, self-advantage.

    High in cooperativeness: agreeable in their relations with other people, socially tolerant, empathic, helpful, and compassionate, unconditional acceptance of others, empathy with others’ feelings and willingness to help without a desire for selfish domination. Social acceptance, Empathy, Helpfulness, Compassion, Principles. Highly cooperative persons are described as empathic, tolerant, compassionate, supportive and principled. These features are advantageous in teamwork and social groups, but not for individuals who prefer to live in a solitary manner.
    (Cloninger, 1994)

  • Novelty Seeking

    Novelty Seeking reflects a heritable bias in the initiation or activation of appetitive approach in response to novelty, approach to signals of reward, active avoidance of conditioned signals of punishment, and skilled escape from unconditioned punishment.

    High Novelty Seeking: Impulsiveness, impulsive decision making, Impulsive sensation seeking, Extravagance, extravagance in approach to reward cues, quick loss of temper, avoidance of frustration, Exploratory excitability, Disorderliness. They are observed as exploratory activity in response to novelty, impulsiveness, extravagance in approach to cues of reward, and active avoidance of frustration. Individuals high in Novelty Seeking are quick-tempered, curious, easily bored, impulsive, extravagant, and disorderly.

    Persons low in Novelty Seeking are slow tempered, uninquiring, stoical, reflective, frugal, reserved, tolerant of monotony, and orderly.
    (Cloninger, 1994)