The influence of verbal anchoring in logos on donation intention towards non-profit organisations in France and The Netherlands.
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2025-06-18
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en
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In the current climate, non-profit organizations (NPOs) rely on donations, which leads to NPOs competing with each other for donations. This means they have to look for original ways to find fundings and stimulate donation intentions. In this article, the influence of verbal anchoring in a logo on donation intention is investigated, with a focus on differences in Tolerance of Ambiguity (ToA) between French and Dutch culture. Multiple dependent variables were measured during this experiment: comprehension, attitude towards the logo, attitude towards the organisation and the donation intention. Even though it was expected that more verbal anchoring would lead to a higher donation intention, the results did not confirm this. However, the results did show that the French participants had a higher ToA than the Dutch participants. These findings suggest that for well-known NPOs, verbal anchoring does not have an influence on the donation intention.
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