色彩在行銷領域是門大學問，不同的顏色會喚醒人們潛在的特定感受和情緒，進而影響其認知與思考行為的策略模式。在資訊爆炸時代下，適當的色彩搭配可以幫助企業廣告更有效地將訊息傳遞及說服消費者。而圖片是廣告中最能引起消費者注意的一項訊息，在善因廣告方面，過去學者大多研究廣告之訊息的傳遞及圖片的呈現方式，慈善廣告中的圖片色調則較少被研究。再者，消費者的心理溫度也會觸發不同的情緒及思考模式，進而影響廣告的溝通效果。因此，本研究欲探討色彩是否會誘發消費者的心理溫度，並從中討論色彩視覺所帶來的影響，未來執行色彩行銷時，可以適當調整廣告色彩來與消費者做情感連結，提升善因行銷的廣告效果。

本研究共執行前導實驗及兩個正式實驗：
一、前導實驗：以不同色調作為操弄，先行驗證色彩能促發心理溫度。相較於觀看冷色調圖片，當觀看暖色調圖片時，消費者會產生較高的心理溫度。
二、實驗一：延續使用色調作為心理溫度的誘發因子，發現色彩誘發的心理溫度能於廣告態度達到顯著差異。
三、實驗二：延續使用色調作為心理溫度的誘發因子，並搭配利他廣告訴求，發加入訴求後，色彩誘發的心理溫度能於廣告態度及品牌態度達到顯著差異。

Color is such a powerful communication tool in marketing. We perceive colors in images, and different colors do evoke different feelings. As our emotions are being triggered, our mindset and decision-making process are also being influenced. In the age of digital world, there is just too much information on the Internet; therefore, quick processing of visual information saves the time. Colors can help business to convey message on conscious and subconscious levels. They capture our eyes, hold the attention and also influence our purchases. When it comes to Cause-related marketing ads, most of the studies focus on the context and visual types, there is less discussion on the color of image. Moreover, consumers’ psychological warmth will spark emotions and influence the advertising communication effect.
This research aims to find the relationship between color and psychological warmth, and purpose to find which hue is more effective in cause-related ads.
Pilot Study：To verify whether color manipulation was valid in inducing psychological feelings about coldness and warmth.
Study1：The color-induced psychological temperature cues have significant differences in advertising attitude.
Study2：Under other-focused advertising appeal, the color-induced psychological temperature cues have significant differences in advertising attitude and brand attitude.

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