No browsing, no donating： Impact of image emotion and color on browsing intention in online charitable fundraising

The file is the dataset for the manuscript entitled 'No browsing, no donating： Impact of image emotion and color on browsing intention in online charitable fundraising' by Zheng et al., including the data of three studies shown in the manuscript.Drawing on the theories of color psychology, schema inconsistency and sympathy, this study investigates how the image color of the victims affects donors’ attention.