Opposites attract : impact of background color on effectiveness of emotional charity appeals
Jungsil Choi (David), Yexin Jessica Li, Priyamvadha Rangan, Bingqing Yin (Miranda), Surendra N. Singh
| Year of publication: |
2020
|
|---|---|
| Authors: | Choi, Jungsil ; Li, Yexin Jessica ; Rangan, Priyamvadha ; Yin, Bingqing ; Singh, Surendra N. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 37.2020, 3, p. 644-660
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| Subject: | Charity appeals | Color psychology | Donations | Emotions | Prosocial behavior | Emotion | Fundraising | Wohltätigkeit | Charity | Werbewirkung | Advertising effects | Gemeinnützige Organisation | Charitable organization | Experiment | Soziales Verhalten | Social behaviour | Konsumentenverhalten | Consumer behaviour | Psychologie | Psychology | Altruismus | Altruism | Nonprofit-Marketing | Nonprofit marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.02.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494708