Going door to door in a suburban neighborhood, I asked 60 residents the question: What dollar value would you place on this house? At each residence I showed one of four alternating photos of a house, in which the paint color of the house changes. The average values were:

Pink: $173,267
Dark Brown: $171,333
Beige: $208,333
Blue: $168,327



Completed in March and April 2009, reprinted in 2011.