Verbal anchoring on logos from nonprofit organizations: A comparative study on donors’ responses in the Netherlands and Brazil.

Abstract

The present research about logos of nonprofit organizations (NPOs) aimed at investigating the extent to which verbal anchoring and tolerance of Ambiguity (ToA) could affect charitable understanding, attitudes, and intentions of Brazilian and Dutch potential donors. Since the two samples did not differ on their ToA score, the second factor of this study was nationality. Not only did this research aim at expanding on the literature about verbal anchoring, but it also sought to provide a series of implications for NPOs to achieve more donors through appropriate logo management. The results of an online experiment showed that applying verbal anchoring to NPOs logos affected (regardless of the nationality of the subjects) attitude towards the organization, intention to donate, and perceived fit with NPOs’ core values. Nationality, instead, influenced intention to donate and perceived fit between the logos and the organizational values.