Hungry Employees

Much research has been done on the psychological effects of certain colors, and especially on how they influence consumers in commercial atmospheres (Belizzi, Crowley, & Hasty, 1983). Belizzi and Hite (1992) suggest that the atmosphere in which purchases are made can influence product image and consumer attitude. An area that has not been considered, at least not to a great extent, is how colors that companies use to affect the customers affect the workers in these establishments. Are employees susceptible to the same psychological influences as consumers? Some see the “consumer mind” as something that is malleable and able to be swayed by colors, while an employee is a part of the manipulative mechanism. Others will argue that people are people, and both employee and patron are only human. Thus, they respond to the same psychological stimuli in similar ways. Before investigating whether color affects patrons and employees similarly, however, a basic knowledge of the current research on color psychology must be established.

Communication and psychology scholars have done a lot of work in the area of color psychology. In general, people associate blue with comfort, orange with distress, yellow with joy, and purple with dignity (Kaya & Epps, 2004, ICA). White represents purity in America and most European nations, while several Asian cultures associate it with death and mourning. Research subjects generally recognize black as a color of high expense, luxury, and power. (Aslam, 2006). Also, red is exciting and green is relaxing (Kaya & Epps, 2004, CJS). Experts in color psychology have generally approached their research with two different types of questions. Some investigate the preference and pleasantness of certain colors, while other experts study particular associations with which people connect specific colors (Whitfield & Wiltshire, 1990). While most findings in color psychology are relatively widespread, experts have seen overall differences in the responses of children and adults, as well as in men and women (Whitfield & Wiltshire, 1990). Recent work in color psychology has sought to discover how subtle differences in hue, chroma, and value affect the influence of particular colors (Gorn, Chattopadhyay, Yi, & Dahl, 1997).

Experts have done much cross-cultural research as well. Aslam (2006) notes that blue has several distinct meanings for particular cultures all over the world. It is the color of business in America, evil in East Asia, warmth in the Netherlands, cold in Sweden, death in Iran, and purity in India. He also points out that green represents danger in Malaysia, happiness in Japan, trustworthiness in China, and good taste in America. Oftentimes, nations that are geographically close to each other will develop similar color associations. Jacobs, Keown, Worthley, and Kyung-Il (1991) constructed a study that tested subjects’ responses to grey, blue, green, red, yellow, purple, brown, and black. Those from China, Korea, and Japan had very similar results. Furthermore, their answers were quite different from those provided by Americans.