The effect of logo perception on intention to donate caused by the verbal anchoring in logos.
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2021-06-21
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en
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Abstract
The study was designed as a between-subjects experiment in order to investigate the effect of different degrees of verbal anchoring (no verbal anchoring, incomplete verbal anchoring, complete verbal anchoring) on two groups of respondents with different national/cultural background: Russian group and the Dutch group of participants with regards to recognition of logos and core values, comprehension of logos perceived core values fit, attitude towards the logo and organization, intention to donate and tolerance of ambiguity. In total, 203 participants took place in the online questionnaire-based experiment: 125 respondents were Dutch and 78 respondents were Russian. The significant findings suggested that the Dutch participants evaluated the provided logos and related organizations more positively than the Russian participants. Regarding the recognition, comprehension, perceived core values fit and intention to donate the results demonstrated to effect of nationality/culture and degree of verbal anchoring on these variables. However, the Russian participants turned out to be more resistance to ambiguity. Nevertheless, the distribution of gender and educational level for the Russian participants was limited due to the sampling conditions shaped by the COVID-19 global situation. The recommendation is to reconduct the study after the pandemic is over.
Keywords: Verbal anchoring, Cross – cultural comparison, Non-profit organizations, Charity logo evaluations, Tolerance of Ambiguity
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