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.
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.
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA
NA - Advances in Consumer Research Volume 46 | 2018
Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles
Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University
Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures
Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College