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There are well-known and extensive differences in color preferences between individuals, but there are also within-individual differences from one time to another. Despite the seeming independence between these individual and temporal effects, we propose that they have the same underlying cause: people’s ecological experiences with color-associated objects and events. Our approach is motivated by the Ecological Valence Theory (EVT; Palmer & Schloss, 2010) which states that preference for a given color is determined by the combined valence (liking/disliking) of all objects and events associated with that color. We define three ecologically-based hypotheses for explaining temporal and individual differences in color preferences concerning: (1) differences in object valences, (2) differences in color-object associations, and (3) differences in object activations in the mind when preferences are measured. We …