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
Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version
Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University
Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials
Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University
M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited