G3. 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. We suggest that product evaluations of for-profits were higher when the logo color was in cooler colors compared to nonprofits.
Eunmi Jeon and Myungwoo Nam (2018) ,"G3. Warm Or Cold? the Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits", 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, Sungkyunkwan University
NA - Advances in Consumer Research Volume 46 | 2018
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Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
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