Opposites attract: Impact of background color on effectiveness of emotional charity appeals

Choi, Jungsil; Li, Yexin Jessica; Rangan, Priyamvadha; Yin, Bingqing; Singh, Surendra N

doi:10.1016/j.ijresmar.2020.02.001

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Opposites attract: Impact of background color on effectiveness of emotional charity appeals

Author(s): Jungsil Choi , Yexin Jessica Li , Priyamvadha Rangan , Bingqing Yin , Surendra N. Singh

Publication date Created: February 2020

Publication date (Print): February 2020

Journal: International Journal of Research in Marketing

Publisher: Elsevier BV

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Title: International Journal of Research in Marketing

Abbreviated Title: International Journal of Research in Marketing

Publisher: Elsevier BV

ISSN (Print): 01678116

Publication date Created: February 2020

Publication date (Print): February 2020

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DOI: 10.1016/j.ijresmar.2020.02.001

SO-VID: c3764c8a-01e6-4d2a-94bd-2dfa729a4ce6

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https://www.elsevier.com/tdm/userlicense/1.0/

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Opposites attract: Impact of background color on effectiveness of emotional charity appeals

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