Effects of impression congruity on the memorability of colors and figures presented in pairs

摘要

We tested the effects of impressions on memorability of the pair stimuli with colors and figures. At first, impression rating with semantic differential method was performed each on the colors and figures. Based on the SD data, factor analysis was made and three factors were extracted and named as "activity", "potency" and "evaluation". The target pairs for recognition task were chosen based on the combinations of their properties on the three factors. They contained both impression congruent pairs and incongruent pairs on each factor. In study phase, another participants were asked to learn the 48 pairs (24 target and 24 distracter pairs). In recognition phase, one figure and three colors were presented and the participants were required to choose one color that was presented with the figure in the study phase. The result showed that the impression congruent pairs were recognized well in the case of activity and potency, whereas incongruent pairs were recognized well for evaluation. In conclusion, these results are very similar to those of the earlier study (Sakuta & Gyoba, 2001; 2002), even though the previous data were obtained with faces and name cards.