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Color valence refers to individuals' attachment of positive and/or negative psychological meanings and specific associations to certain colors, which is determined by both learnt and inherited traits. Color valence affects cognition, emotion, and evaluations of ethical behaviors. While many studies ...

Zhang Meng; Pan Li; Gursoy, D.
Tourism College of Beijing Union University, Beijing, China
Tourism Tribune, 2016, 31, 3, pp 79-87