Exploring determinants of formation of cognitive anchors from altruistic messages: A fuzzy DEMATEL approach

Altruistic communication by non-profit organizations plays a crucial role in shaping individuals’ perceptions and beliefs about altruism. One of the indicators of effective communication is the anchoring of the messages. Therefore, understanding the underlying determinants of anchoring in altruistic communication is essential. Despite the importance of anchoring in the communication of altruism, extant research has not done much to examine the determinants of anchoring in altruistic communication. This paper investigates the determinants of anchoring in non-profit organizations’ altruistic communication through the lens of the dual process theory. It applies the Fuzzy Decision Making Trial and Evaluation Laboratory (F-DEMATEL) method to analyze the causal and effect factors. Data were gathered from 12 social communication experts based in Taiwan. Out of the 12 proposed determinants, three factors, namely consistency, cultural consideration, and emotional anchoring, were established as significant causal factors. Consistency had causal effects on five other factors, namely, the use of metaphors, the use of antinomies, thematic anchoring, understanding the cognitive ability of the audience, and crafting engaging information. Cultural consideration had causal effects on feedback, naming, use of antinomies, thematic anchoring, emotional anchoring, and repetition. Emotional anchoring had causal effects on thematic anchoring, use of antinomies, use of metaphors, consistency, naming, feedback, understanding the cognitive ability of the audience, and repetition. On the other hand, feedback, naming, and use of antinomies were established as significant effect factors. The study’s findings offer crucial contributions to the social communication literature and provide important insights for social communication practitioners.