The Influence of Verbal Anchoring on Consumers’ Perception of Charity Logos: A Comparison Between Russia and the Netherlands.
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The aim of this study was to find out whether various degrees of verbal anchoring in charity logos affected recognition, comprehension, attitude towards the logo and the organisation, perceived core values fit, recognition of core values and the intention to donate of Dutch and Russian participants. Furthermore, the difference in tolerance of ambiguity between Dutch and Russian participants was measured. A questionnaire was conducted among 203 participants to measure the influence of nationality and verbal anchoring on consumers’ perception. The results showed that Dutch participants tolerated ambiguity significantly more and had a more positive attitude towards the logos and organisations than Russian participants. Moreover, the results showed no significant effect of verbal anchoring and no significant interaction effect between nationality and verbal anchoring on any of the dependent variables.
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