The effects of verbal anchoring with logos from international non-profit organizations on the response of potential donators in the United States and Spain.
Keywords
Loading...
Authors
Issue Date
2023-06-23
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Logos appear to be a critical component for organizations (Henderson & Cote, 1998). The purpose of this study was to examine the cultural differences in Tolerance of Ambiguity between Americans and Spaniards and investigated the impact of verbal anchoring on logo recognition, logo and organization appreciation, intention to donate, and perceived fit of core values with three non-profit organizations. 105 American and 53 Spanish respondents were randomly presented one of three organization’s logos (UNICEF, WWF, Amnesty International) in a 3x2 between-subjects design. The findings revealed that Spaniards exhibited a higher Tolerance of Ambiguity compared to Americans, contradicting the expectations based on Hofstede's cultural dimensions. This suggests that cultural attitudes towards ambiguity and uncertainty may have changed over time. Additionally, Americans with lower Tolerance of Ambiguity demonstrated superior logo recognition when presented with higher levels of verbal anchoring, indicating their reliance on verbal cues to mitigate ambiguity.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren