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THE INFLUENCE OF COLOR NAMES ON CONSUMER JUDGMENTS

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  • URLhttps://db.koreascholar.com/Article/Detail/298811
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

We propose that how people consider their own economic resources whether to be abundant or to beconstrained determines the quality judgment of an art. Respondents' with perceiving their own resources constrained evaluated the art relatively more attractive when the producer was an attractive (v. unattractive) person. However, When respondents' perceive their own resources to be abundant, no effect of the artist's attractiveness was found.

저자
  • Jungyun Kang(UNIST)
  • Ji Yoon Um(UNIST)
  • Hakkyun Kim(UNIST)
  • Sangdo Oh(UNIST)