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
The Psychology of Fun: Inquiry into Consumers' Fun Experiences
Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada