Fourth, the
evaluative processes evoked by color stimuli produce motivated
behavior. Color stimuli that carry a positive meaning produce
approach responses, whereas those that carry a negative
meaning produce avoidance responses. Fifth, color typically
exerts its influence on psychological functioning in an automatic
fashion; the full process from evaluation of the color stimulus to
activation and operation of motivated behavior typically takes
place without conscious intention or awareness. Given that the
influence of color tends to be nonconscious in nature, color effects
tend to persist, even when they are deleterious. Sixth, color
meanings and effects are contextual. A given color has different
implications for feelings, thoughts, and behaviors in different
contexts (e.g., achievement contexts, relational contexts).