The Effects of Verbal Anchoring in Logos on Donation Intentions to Non-Profit Organizations in High-/ Low Tolerance of Ambiguity Contexts: France vs. the Netherlands.
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2025-06-18
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en
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Current research aimed to investigate the influence of verbal anchoring in logos on the intentions to donate to non-profit organizations (NPOs) of French and Dutch participants to gain deeper insights into how NPOs can implement verbal anchoring in their logos. Drawing on theories of existing research, the French participants were expected to have a low tolerance of ambiguity (ToA) as opposed to the Dutch participants. This research hypothesizes that with more verbal anchoring in logos, the message becomes clearer and, therefore, improves comprehension of the logo. Subsequently, the French participants were expected to be influenced more by this than the Dutch participants. This was investigated by conducting an experiment in which both samples (French and Dutch) were split into three conditions (degrees of verbal anchoring) and were asked to fill out a questionnaire regarding their behaviour and attitudes. The experiment showed one significant result, confirming the difference in ToA between the Dutch and French samples. However, no further significant effects have appeared.
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Faculteit der Letteren