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



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