How images and color in business plans influence venture investment screening decisions

We explore how product images and color in business plans influence venture investment screening decisions. Because images are accessible, memorable, and influential, we argue that product images in a business plan will increase the likelihood of favorable judgments during screening decisions. Moreo...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of business venturing 2015-09, Vol.30 (5), p.732-748
Hauptverfasser:	Chan, C.S. Richard, Park, Haemin Dennis
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavioral decision theory Business plans Color Heuristic perspective Judgment Studies Venture capital Venture investment screening decisions Visual cues
Online-Zugang:	Volltext
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