The effect of the completeness of verbal anchoring in non-profit organizations' logos on consumer response for American and Spanish potential donors.

Abstract

The purpose of this research was to investigate what effect the completeness of verbal anchoring in non-profit organizations’ logos has on the dependent variables, them being the tolerance of ambiguity, logo recognition, logo appreciation, attitude towards the organization, a perceived fit of core values, and intention to donate. To do so, a between-subject design was chosen in which American and Spanish individuals (n =158) took part since the study also focused on the cross-cultural comparison. The three non-profit organizations that were chosen for this were: UNICEF, WWF, and Amnesty International. As for the completeness of verbal anchoring, it consisted of 3 levels: no verbal anchoring, incomplete verbal anchoring, and complete verbal anchoring. The findings indicate that Americans have a low level of tolerance of ambiguity, meanwhile, Spaniards have a higher level. Moreover, complete verbal anchoring had an effect on recognition of the UNICEF and the Amnesty International logo for American participants. On the contrary, no verbal anchoring influenced recognition on the logo of WWF for the Spanish participants. However, no significant effect was found for the levels of verbal anchoring for the other dependent variables.