The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive
This research investigates how the color of charitable organizations’ logos influences consumers’ willingness to donate. In three studies, the authors show that respondents’ willingness to donate is more sensitive to the number of victims and the victims’ social distance (e.g., nationality) when a charitable organization’s logo is blue than red.
Citation:
Sung Hee Wendy Paik, Jiao Zhang, and Aparna Sundar (2018) ,"The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 738-739.
Authors
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
Featured
Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume
Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA
Featured
Burnishing Prosocial Image to Self vs. Others
Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA