Warm Or Cold? the Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits
The current research examines the fit effect between color temperature and organization type and how it influences product evaluations. Thus, we demonstrate that the color temperature influences the effectiveness of logo on nonprofits versus for-profits.
Citation:
Eunmi Jeon and Myungwoo Nam (2018) ,"Warm Or Cold? the Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.
Authors
Eunmi Jeon, Sungkyunkwan University, South Korea
Myungwoo Nam, Sungkyunkwan University, South Korea
Volume
E - European Advances in Consumer Research Volume 11 | 2018
Share Proceeding
Featured papers
See MoreFeatured
E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping
Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA
Featured
The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value
Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands
Featured
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA