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
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France