The Defensive Trust Effect: Consumers’ Defensive Use of Belief in a Just World to Cope With Decision-Generated Threat

Andrew Wilson, St. Mary's College of California, USA
Peter Darke, York University, Canada
Extant research suggests that consumers respond to threat with distrust towards marketers. In a process we term defensive trust coping, consumers use their belief in a just world as a resource to cope with decision-generated threats, leading to buffered or even enhanced trust judgments of marketers under threat.
[ to cite ]:
Andrew Wilson and Peter Darke (2011) ,"The Defensive Trust Effect: Consumers’ Defensive Use of Belief in a Just World to Cope With Decision-Generated Threat", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.