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 MoreFeatured
The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA
Featured
A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media
Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University
Featured
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA