How Color and Taste Impact ‘Yes’ and ‘No’

Did you know that the type of beverage you drink, the surface of the chair on which you sit, and the color of clothing you wear all play a role in getting to “yes” (or “no”) faster?

Thalma Lobel, a Ph.D. and director of the child development center at Tel Aviv University, claims that decisions, judgments and values are derived as much from outside factors as they are from our brains.

In her 2014 book, Sensation: The New Science of Physical Intelligence, Lobel provides scientific evidence of how targets respond to common situations that, on the surface, appear insignificant. Here are just a few examples:

• People drinking warm beverages such as coffee or tea are judged by their targets to be more generous, caring, and good-natured than those enjoying such cold beverages as soda or iced coffee. The concept of “warm” and “cold” extends beyond the drink and transfers to the individual drinking it.

• That “warm/cold” mentality is at play in other facets of our lives, too. Take the chair you opt to sit in while making your pitch. Studies suggest harder chairs make people tougher negotiators, while softer chairs reduce their aggressiveness. Hmmm. Maybe you should add a soft and comfy chair to your office for guests…

• Researchers found that men consider women who wear a red blouse (opposed to a blue, green or gray blouse) consistently more attractive. Red represents strength, power and energy. Wear it when you need to hear “yes.”

What are some sensory indicators that help you hear “yes” more often?

(Photo by Ryan McGuire via Gratisography)

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