Warm Or Cool Color?: Exploring the Effects of Color on Donation Behavior

Ravi Mehta, University of British Columbia, Canada
Boyoun (Grace) Chae, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada
Dilip Soman, University of Toronto, Canada
We investigate the effects of warm versus cool colors on prosocial behavior. Based on embodied cognition, we demonstrate that warm (cool) colors make people feel warmer (cooler), activate warmth (competence) perceptions, and consequently prompt people to donate more of their time (money).
[ to cite ]:
Ravi Mehta, Boyoun (Grace) Chae, Rui (Juliet) Zhu, and Dilip Soman (2011) ,"Warm Or Cool Color?: Exploring the Effects of Color on Donation Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 190-191.