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August 7, 2026Journal of Social Marketing

Don’t gray out your supporters! The effect of color tone in prosocial marketing communication

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Authors

YLYiping LiAKAnn Kronrod

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Overview

Field and controlled experiments explore color tones' role in enhancing prosocial behaviors, suggesting implications for marketing strategies.

Key Points

  • This research aims to investigate how different color tones affect prosocial behaviors in marketing communications.
  • One field experiment and four controlled experiments were conducted.
  • The studies tested the impact of pure color tones on prosocial behaviors and the mediation of perceived powerfulness.
  • The experiments also examined framing effects (need vs hope) and ruled out alternative explanations.
  • Pure color tones significantly increased prosocial communications effectiveness by signaling powerfulness (effect size not provided).
  • Increased perceived powerfulness enhanced consumers’ self-efficacy and encouraged prosocial behaviors.
  • No support was found for framing as a moderating effect in this context.

Cite This Study

Li et al. (2026) studied this question.

synapsesocial.com/papers/6a758c01847ab6d26c01fa6dhttps://doi.org/10.1108/jsocm-07-2025-0208
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