Color preference, arousal, and the theory of psychological reversals

  title={Color preference, arousal, and the theory of psychological reversals},
  author={J. Roderick Walters and Michael J. Apter and Sven Svebak},
  journal={Motivation and Emotion},
The theory of psychological reversals asserts that there are two levels of preferred felt arousal, one high and one low. Only one of them is preferred at a given time, although discrete switches (“reversals”) occur from time to time, so that each level is preferred at different times. In order to document such changes in preferred levels of arousal, 75 subjects were asked to make color preference choices at regular intervals during their working day, some for as many as 8 days. The assumption… 

Effects of Color as an Executional Cue in Advertising: They're in the Shade

In designing print ads, one of the decisions the advertiser must make is which colors to use as executional cues in the ad. Typically, color decisions are based on intuition and anecdotal evidence.

Laughter: an empirical test of some reversal theory hypotheses

Hypotheses derived from reversal theory on state-specific responses to humorous material were tested by recruitment of 10 telic (serious minded) and 10 paratelic (playful) state-dominant individuals

Tense and energetic arousal routes to consumer attitudes

Purpose – The purpose of this paper is to test whether separate tense and energetic forms of arousal impact consumer attitudes and provide a more complete understanding of the role of arousal in

Designing for motivation and wellbeing: Reversal theory, doors, and colors

  • Psychology
  • 2016
hardship, adversity, and opportunity” (Desmet & Pohlmeyer, 2013, p. 16). The desirability of experiencing a full variety of different emotions, rather than just a few pleasant ones, is also a central

Color ’ s Effect on Test Anxiety

Test anxiety can affect test results and skew the instructor’s perception of how well the student is learning. Studies have been conducted showing that color can influence a person’s mood and



Some Data Inconsistent with the Optimal Arousal Theory of Motivation

67 undergraduates were asked to rate a list of 50 varied situations in terms of degree of felt arousal and affective tone associated with that level of arousal. 11 situations were generally judged to

The development of the Telic Dominance Scale.

The development of a 42-item measure of a number of personality features derived from the theory of psychological reversals that constitute a personality trait which is described as telic dominance is reported.

Reversal theory: A new perspective on crisis counselling

Abstract Caplan, in a variety of publications, has presented a model of crisis development which seeks to exemplify the core conditions of a crisis. Brandon has elaborated this model and shown its

Emotional Attributes of Color: A Comparison of Violet and Green

The crucial measure was the galvanic skin response (GSR) occurring in the first 12 sec. of exposure to a given color, which was greater to violet than to green.

Obsessionality and reversal theory.

  • D. Fontana
  • Psychology
    The British journal of clinical psychology
  • 1981
The study investigates the hypothesis that obsessional traits may be related to telic dominance (a state in which the individual pursues goals seen by him as essential) while obsessional symptoms may

The meanings of color.

(1962). The Meanings of Color. The Journal of General Psychology: Vol. 67, No. 1, pp. 89-99.


  • J. Nakshian
  • Psychology
    The Journal of general psychology
  • 1964
The effects of Red and Green Surroundings on Behavior are studied in the context of a youth-services agency, which aims to promote good grades in the areas of self-esteem, self-regulation and self-confidence.