The Effect of the Degree of Verbal Anchoring of Non-Profit Organization’s Logos on the Consumer Response of Dutch and Hungarian Potential Donors.

Abstract

This study investigated the effect of verbal anchoring of logos on the consumer response of Dutch and Hungarian participants. Attitude towards the logo and the organization, the fit of core values, donation intention and tolerance of ambiguity were investigated. Participants were presented with logos of two non-profit organizations that either included no verbal anchoring, incomplete verbal anchoring or complete verbal anchoring. The results showed no difference in the tolerance of ambiguity between the Dutch and Hungarian participants. While the incomplete verbal anchoring led to higher attitudes towards the logo than the complete version, for the other variables there was no difference between the verbal anchoring conditions. For nationality, the Hungarian participants rated the fit of core values higher than the Dutch ones. Generally, the found effect of verbal anchoring was small and the beneficial effects of slogans were not confirmed.