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.



Citation:

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.

Authors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More

Featured

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More

Featured

A Complete Consumer Journey: Tracking Motivation in the Marketplace

Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.