The effect of verbal anchoring with charity logos on the willingness to donate in two countries: Netherlands and Hungary.
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2020-06-08
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en
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Organizations are oftentimes perceived through their pictorial appearance also known as logos. Previous studies have mainly focused on the visual impact of logos of for-profit organizations. However, scarcely any study examined the impact of logos of charity organizations anchored by verbal stimuli among different cultures or nationalities. Thus, the current study investigated how Dutch and Hungarian participants perceived the logos of two charity organizations with different level of verbal anchoring conditions (no-, incomplete-, complete) on the attitude towards the logos, the attitude towards the charity, donation intention, and tolerance of ambiguity. 130 Dutch and 65 Hungarian participants took part in an online experiment. In the online experiment, participants were exposed to both logos with one of the verbal conditions. Findings suggested that, there was no cultural difference between the Netherlands and Hungary. Moreover, generally participants were not affected by the level of verbal condition in terms of attitude towards the logo, attitude towards the charity organization and donation intention. However, nationality was found to have a significant impact on attitude towards the logo and towards the charity organization. It is, therefore, advisable for charity organizations in these countries that instead of a culture specific strategy, organizations adapt their strategy to nation.
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