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
I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media
Martin A. Pyle, Ryerson University
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
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