Proceedings of the 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)

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

Authors
Chunmei Gu, Jiakai Wang, Min Hou
Corresponding Author
Chunmei Gu
Available Online September 2019.
DOI
https://doi.org/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.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
September 2019
ISBN
978-94-6252-789-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/jahp-19.2019.6How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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  - The 4th International Conference on Economy, Judicature, Administration and Humanitarian Projects (JAHP 2019)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/jahp-19.2019.6
DO  - https://doi.org/10.2991/jahp-19.2019.6
ID  - Gu2019/09
ER  -