The authors demonstrate in three experiments (N = 241) that yellow impacts on social perceptions when associated with competitive cycling. In Experiment 1, the image of a syringe evocated competitive cycling and doping more strongly when presented on yellow as compared with gray. In Experiment 2, a performance improvement scenario yielded more discredit of a depicted racer and higher suspicions of doping when ending on a yellow frame, as opposed to a gray one. In Experiment 3, the image of a racer wearing a yellow jersey (instead of a gray or a white one) yielded the lowest scores on measures of suitability as a role model and attractiveness of sport participation. Moreover, no significant differences emerged for gender, thereby suggesting equivalent effects for female and male participants. Finally, the authors discuss conceptual and practical implications as well as limitations before proposing a number of avenues for future research.
Yves Chantal is with the Faculty of Science, Université de Limoges, Limoges, France, and with the Laboratoire de Socio-Psychologie et de Management du sport, Université de Bourgogne Franche-Comté, Dijon, France. Iouri Bernache-Assollant is with the Techniques of Marketing Department, and with the Laboratoire de Socio-Psychologie et de Management du sport, Université de Bourgogne Franche-Comté, Dijon, France.
This article is dedicated to Solen Bernache-Assollant, who sadly passed away during the course of its preparation.