Application of the Color Attitude Test in Social-Psychological Research: A Rapid Method for Obtaining a Quantitative Assessment

In article presents a procedure for determining a quantitative indicator characterizing a group of respondents’ attitudes toward the object being assessed. The diagnostic tool for the assessment was the “color attitude test”. The aim of this work is to develop a rapid method for determining a color coefficient for assessing the emotional attitudes of a group of people. The developed method must meet the following requirements: a) ease of calculation using a table of color coefficients of attitude; b) clear presentation of numerical results and their interpretation within an intuitive attitude scale. A provided table of normalized values of local attitude coefficients, modified for the purposes of the express method. The analysis of the coefficient table focuses on two aspects. The first aspect concerns respondents’ self-identification by color: statistical data on differences in respondents’ self-identification choices, as well as similarities and differences in assessments based on color associations. The second aspect concerns respondents’ predominant color preferences when using polar (positive and negative) attitude assessments. The given examples of calculating the color coefficient for a group confirm the effectiveness of the proposed express method, the informativeness and clarity of the results obtained.