What influence do culture and completeness of verbal anchoring have on consumer response in the Netherlands and in Hungary regarding charity logos?
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2020-06-08
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en
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Abstract
Logos and slogans can generate a positive affect towards brands and products. Slogans can even help explaining the message of a picture, this is called verbal anchoring. Only little is known about the effects of verbal anchoring in a non-profit context. These possible effects may also differ across cultures. So, this research aimed to study the influence of culture and the completeness of verbal anchoring on consumer response in the Netherlands and in Hungary regarding charity logos. The logos of two charity organizations were used in order to measure the effects of verbal anchoring and culture. Participants saw two logos which differed in in their completeness of verbal anchoring. An online questionnaire was carried out to gather the data. This study showed that the completeness of verbal anchoring had no effect on the consumer response. Nationality did have an influence on the consumer response, Hungarian participants had a more positive attitude towards the logos and the charities than the Dutch participants. The results suggest that it is not useful to incorporate the completeness of verbal anchoring into a strategy in order to get a more positive attitude towards the organization or to get more donations. On the contrary, nationality should be taken into account when creating a logo and slogan.
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Faculteit der Letteren