The Effect of Color Harmony in Charity Advertisements on Pro-Social Behavior

We show when the degree of color harmony used in charity ads evokes disfluency, the path from disfluency to high construal to empathy explains the effect of color harmony on pro-social behavior. Moderate (vs. low or high) level of disharmony between colors led to enhanced pro-social behavior.


Nara Youn, Chang Yeop Shin, and Jiyeon Nam (2013) ,"The Effect of Color Harmony in Charity Advertisements on Pro-Social Behavior", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 344-344.


Nara Youn, Hongik University, Korea
Chang Yeop Shin, Hongik University, Korea
Jiyeon Nam, Hongik University, Korea


E - European Advances in Consumer Research Volume 10 | 2013

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