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



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