Getting people to donate to NGOs: A study on how verbal anchoring in logos and culture influence donation intention
Keywords
Loading...
Authors
Issue Date
2025-06-18
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
This study aimed to find the effects of verbal anchoring in a logo and a country’s uncertainty
avoidance on the comprehension of the logo, the attitude towards that logo, the attitude
towards the organization and donation intention. This study evaluated logos of three nongovernmental organizations, with the inclusion of three different logos per organization for
the three degrees of verbal anchoring. Uncertainty avoidance was measured by using a
French and a Dutch sample. A questionnaire was taken by French and Dutch people, with
each participant answering questions regarding one degree of verbal anchoring. It was found
that there is a significant difference in uncertainty avoidance between the French and the
Dutch sample. However, no significant results were found regarding the effect of verbal
anchoring or uncertainty avoidance on logo comprehension, attitude towards the logo,
attitude towards the organization or donation intention.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren