1-D: Effects of Logo Colorfulness on Consumer Judgments

Consumers have more favorable attitudes toward a brand when its logo contains multiple colors, than a single color. This effect is driven by an increase of the perceived product variety of the company, and moderated by brand positioning and the external attribution of the logo colorfulness.



Citation:

Jiaqi Song, Yuwei Jiang, and Gerald J. Gorn (2017) ,"1-D: Effects of Logo Colorfulness on Consumer Judgments", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1059-1059.

Authors

Jiaqi Song, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Featured

Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone

daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.