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Opposites Attract: Impact Of Background Color On Effectiveness Of Emotional Charity Appeals, Choi Jungsil, Yexin Jessica Li, Priyamvadha Rangan, Bingqin Yin, Surendra N. Singh
Opposites Attract: Impact Of Background Color On Effectiveness Of Emotional Charity Appeals, Choi Jungsil, Yexin Jessica Li, Priyamvadha Rangan, Bingqin Yin, Surendra N. Singh
2020 Faculty Bibliography
The present work utilizes research on context effects and color psychology to investigate how background color can enhance the effectiveness of positive and negative charity appeals. Five experiments measuring both actual donations and donation intention examine the hypothesis that a negative charity appeal against an orange (vs. blue) background and a positive charity appeal against a blue (vs. orange) background will increase donations. We propose that this is because blue and orange colors are incongruous with positive and negative charity appeals, respectively, due to the affective valences of the appeals and the perceptions of warmth and coldness cued by the …