A Review of the Research on the Relationship Between Color and Donation Behavior
- Chunmei Gu, Jiakai Wang, Min Hou
- Corresponding Author
- Chunmei Gu
Available Online September 2019.
- https://doi.org/10.2991/jahp-19.2019.6How to use a DOI?
- color; donation; arousal
- 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.
- 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 -