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مطالعه تاثیر عامل گشودگی به تجربه بر تغییرات ترجیح رنگی زنان | ||
| زن در فرهنگ و هنر | ||
| مقاله 2، دوره 15، شماره 2، مرداد 1402، صفحه 181-204 اصل مقاله (1.12 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jwica.2022.347115.1822 | ||
| نویسندگان | ||
| الهه شهراد1؛ رضا افهمی* 2؛ روح اله باقرزاده3 | ||
| 1مربی، دانشکده ھنر و معماری، دانشگاه پیام نور، ایران. | ||
| 2دانشیار، گروه ھنر و معماری، دانشگاه تربیت مدرس، تھران، ایران. | ||
| 3دانشیار، پژوھشکده مواد و فناوریھای پیشرفتھ در نساجی، دانشگاه صنعتی امیرکبیر، تھران، ایران. | ||
| چکیده | ||
| رنگ زبانی خاموش، اما قدرتمند است. با توجه به اهمیت نقش رنگ در برقراری ارتباط و جلب‌توجه افراد، شناسایی ترجیح رنگی زنان و عوامل مؤثر بر آن می‌تواند ابزاری کارآمد در بسیاری از حوزه‌های جهان مدرن مانند ارتباطات، تجارت و تولید کالا و محتوا ایجاد نماید. این مقاله با هدف شناسایی تأثیر عامل گشودگی به تجربه (به‌عنوان یکی از ابعاد شخصیت) بر تغییرات ترجیح رنگی زنان انجام یافته است. به‌منظور جمع‌آوری داده‌های پژوهش از پرسشنامه جمعیت شناختی، ترجیح رنگی و آزمون ده‌گویه‌ای شخصیت (TIPI) استفاده شده است. نمونه آماری شامل ۲۱۳ نفر از زنان ساکن تهران است که به‌صورت تصادفی انتخاب شدند. تجزیه‌وتحلیل داده‌ها با استفاده از روش واریانس یک‌طرفه در ارتباط با میزان ترجیح رنگی نشان می‌دهد که زنان با سطوح مختلف گشودگی به تجربه در ارتباط با میزان ترجیح رنگهای بنفش، قرمز و نارنجی دارای ترجیحات متفاوتی هستند به این صورت که با بالا رفتن سطح گشودگی به تجربه امتیاز به رنگهای قرمز و نارنجی افزایش و به رنگ بنفش کاهش می‌یابد. همچنین، تحلیل داده‌ها در بخش ترجیح رنگ منتخب بیانگر آن است که زنان با سطوح گشودگی به تجربه بالا رنگ قرمز را به‌عنوان رنگ ترجیحی خود انتخاب می‌نمایند. تفسیر نتایج در ارتباط با رنگ تنفری حاکی از آن است که زنانی که از رنگ آبی و سفید متنفر هستند، دارای سطح گشودگی به تجربه پایین‌تری می‌باشند. نتایج تحلیل واریانس چندمتغیره در ارتباط با ترجیح رنگهای گرم، سرد و خنثی نشان می‌دهد زنان با سطوح گشودگی به تجربه مختلف در ارتباط با رنگهای گرم و خنثی دارای ترجیحات متفاوتی هستند.براساس نمودار با بالارفتن سطح گشودگی به تجربه میانگین امتیاز به رنگهای گرم افزایش و به رنگهای خنثی کاهش می‌یابد. در نهایت نتایج لزوم توجه به عاملیت گشودگی به تجربه در پیش‌بینی ترجیحات رنگی را مورد تایید قرار می‌دهد .. یافته‌های پژوهش حاضر می‌تواند در بسیاری از حوزه های کاربردی مانند روانشناسی، بازاریابی، ارتباطات، تبلیغات و طراحی مد مورداستفاده قرار گیرد. | ||
| کلیدواژه‌ها | ||
| شخصیت؛ گشودگی به تجربه؛ ترجیح رنگی؛ تحلیل واریانس | ||
| عنوان مقاله [English] | ||
| Studying the effect of openness to experience on women's color preference changes | ||
| نویسندگان [English] | ||
| elahe shahrad1؛ REZA AFHAMI2؛ Rohallah Bagherzade3 | ||
| 1lecturer, Faculty of Art and Architecture, Payam Noor University, Iran. | ||
| 2Associate Professor, Department of Art and Architecture, Tarbiat Modares University, Tehran, Iran. | ||
| 3Associate Professor, Research Institute of Materials and Advanced Technologies in Textiles, Amirkabir University of Technology, Theran, Iran. | ||
| چکیده [English] | ||
| Color is a silent but a powerful language. According to the high expressive quality of color in communicating and attracting people's attention, identifying the color preference of women and the factors affecting it can create an efficient tool in many areas of the modern world such as communication, trade and goods and content production. This article aims to identify the effects of the factor of openness to experience (as one of the dimensions of personality) on women's color preference changes. In order to collect research data, demographic questionnaire, color preference and five-factor personality test were used. The statistical sample includes 213 women living in Tehran who were randomly selected. Data analysis using the one-way variance method in relation to the level of color preference shows that women with different levels of openness to experience have different preferences in relation to the level of preference for purple, red and orange in such a way that as the level of openness to experience increases, preference score of red and orange increase and purple decrease. in this regard, data analysis in the selected color preference section shows that women with high levels of openness to experience choose red as their preferred color. The results of multivariate variance analysis in relation to the preference of warm, cool and neutral colors show that women with different levels of openness to experience have different preferences in relation to the preference of warm and neutral colors. The interpretation of the results in relation to hated color indicates that women who hate blue and white have a lower level of openness to experience. According to the graph, as the level of openness to experience increases, the average score for warm colors increases and for neutral colors decrease. The results of the present study confirmed the need to pay attention to the agency of openness to experience in predicting color preferences. The findings of the current research can be used in many practical fields such as psychology, marketing, communication, advertising and fashion design. | ||
| کلیدواژه‌ها [English] | ||
| Personality, openness to experience, color preference, analysis of variance | ||
| مراجع | ||
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