G10. the Effects of Self-Construal on Evaluations of Brand Logo Colors
The present research investigates the effectiveness of different types of color combinations on brand evaluations. In this research, we propose that consumers’ self-view influences the effectiveness of analogous versus complementary color combinations. We suggest that consumers’ self-views would influence effectiveness of analogous versus complementary color combinations used in brand logos.
Eunmi Jeon and Myungwoo Nam (2018) ,"G10. the Effects of Self-Construal on Evaluations of Brand Logo Colors", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption
Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo
Using multi-methods in behavioral pricing research
Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA