Report Write-Up. Post to file-exchange site. (For details, please see the attachment.) 1. How does color affect perceptions of package weight? How does this, in turn, affect ValuePerceived? [Note:
Extra Credit Project 3 — Colorblindness Test & Applications of
PseudoIsochromatic Plate Ishihara Compatible (PIP) Color Vision
Color to Alter Consumer Perceptions – due as shown in Schedule (midnight)
Go to the following website to take the colorblindness test (i.e., http://colorvisiontesting.com/ishihara.htm ). Also get a friend/acquaintance to take the test. Put whatever number (if any) you & your acquaintance see in a table as follows: e.g.,
| Test Taker | Plate 1 | Plate 2 | Plate 3 | Plate 4 | Plate 5 | Plate 6 | Plate 7 | Plate 8 |
| Ben | 42 | none | 5 | 17 | none | none | 28 | 6 |
| Molly | 42 | 15 | 5 | 17 | 23 | 42 | 28 | 6 |
Make sure you each started with the same plate. Sometimes someone includes the test slide (which everyone should be able to see), and others do not. Then, at first blush, it appears that his/her reported numbers differ from the friend’s. Either include or exclude the test slide consistently for both individuals. The number shown in the test slide which everyone should be able to see is 16.
52
52
In this case, it appears that Molly has totally normal color vision, but that Ben is somewhat color deficient (assuming those were the #’s one should see).
Explanation: Many more men than women are colorblind, because the gene for color vision is on the “missing leg” of the X chromosome. Basically, as you may know, the gender-producing chromosome is a Y in men, & an X in women. Thus, a woman has two aligned X chromosomes (one each from her mother & father). A man has an X chromosome from his mother, & a Y chromosome from his father. X & Y are so-denoted because of shape. In reality, the Y is the X, but missing one “leg.”
Color blindness is recessive. If one has a defective gene for color vision on the X chromosome, and has an off-setting non-defective one, she has normal color vision. That is my case. My color vision is perfect. However, if one has a defective gene for color vision on the X chromosome, and either has another defective one on her other X (that was my mother’s case), or no off-setting gene for normal color vision (the case of a male with one X and one Y), then the individual is colorblind. Since it is much less likely that someone will have two defective genes than one, MANY, MANY more men are colorblind than are women.
In my family, we don’t have a lot of luck. I inherited a defective gene from my Mom, which I passed to all three of my sons, and at least one daughter (we know, because her son is colorblind, although his dad is a pilot with perfect color vision). I have two other daughters. Katey, my oldest, is adopted, so she is not unfortunate enough to carry my genes. Delaney is unmarried, so we don’t yet know whether she has a “good” or “bad” X from me. I’m 1 for 4. Not the best batting average!
If you are interested in colorblindness, there is a good explanation from the National Eye Institute at https://nei.nih.gov/health/color_blindness/facts_about. Green-tinted glasses are available which reduce (only while worn) the degree of deficit in red-green color blind people (http://enchroma.com/?gsw=ad1&gclid=CIz5sIDno88CFYJpfgodg8MNxg). For a further discussion of varying types of colorblindness, and more information on its prevalance in varying populations and between genders, see http://www.colour-blindness.com/general/prevalence/.
The University of Washington & the University of Florida are doing cutting-edge, joint research on colorblindness. They have cured colorblindness in two squirrel monkeys and, since primates and humans are so similar genetically, they hope to be able to cure it in humans through a simple injection in each eye. In case you are interested, a link to a related article about that research is:
http://news.ufl.edu/2009/09/16/colorblind/
See the next page concerning the write-up of the report.
Report Write-Up. Post to file-exchange site.
How does color affect perceptions of package weight? How does this, in turn, affect ValuePerceived? [Note: You may need to watch the video of II-9D. If you take facts from the instructor’s notes &/or video, cite them and include them in your references.]
How does color affect mood? You may need to look on Google for a reference. In particular, what is the effect of pink, both in the short-run and the long-run. What is the effect of blue? [Note: You may need to Google this: i.e., “color and mood.” It is not in the videos, & may or may not be in your text. Also cite and reference any materials used.]
Consider clothing. How does color affect size one appears to be? How does it affect his/her warmth/coolness? [Same notes as 2 & 3.]
How do firms use color to target men vs. women in many common products? That is also discussed in video II-9D. Consider orange & red. Go to Google Images (or a similar location). Find a product clearly targeted at men which uses their “greatest attention-gaining” color (in the product, itself, or its packaging). Similarly find a product clearly targeted at women which uses their “greatest attention-gaining” color. Clip in a picture of each, as well as explain your findings briefly narratively. If possible, use products different from those discussed in class (i.e., the video).
