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
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers
Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada