A Review of the Research on the Relationship Between Color and Donation Behavior

DOI

10.2991/jahp-19.2019.6How to use a DOI?

Keywords

color; donation; arousal

Abstract

In daily life, color affects people all the time. In the field of advertising, image color is more widely used, and the effect of different color advertising images is different. In the field of philanthropy, especially in the research of Internet philanthropy, does the color information of pictures also affect the willingness and behavior of donors? This paper sorts out the related concepts of color and arousal, and uses arousal theory to explain the influence mechanism of picture color information on donation behavior.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Chunmei Gu
AU  - Jiakai Wang
AU  - Min Hou
PY  - 2019/09
DA  - 2019/09
TI  - A Review of the Research on the Relationship Between Color and Donation Behavior
BT  - Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
PB  - Atlantis Press
SP  - 23
EP  - 28
SN  - 2352-5428
UR  - https://doi.org/10.2991/jahp-19.2019.6
DO  - 10.2991/jahp-19.2019.6
ID  - Gu2019/09
ER  -