The Impact of Jin-Shang Teaching on Chinese Consumers' Trust

Three studies are reported that explore the impact of Jin-Shang teachings (a specialized Confucius teaching of trust on business practices) on mainland Chinese people’s trust. In Study 1, we primed Confucius and Jin-Shang teachings on trust and compared their effects on trusting tendency to a control prime. We found that these teachings made mainland Chinese participants score higher on three different trusting scales. In Study 2, we found that the Jin-Shang prime made mainland Chinese participants invest more money in a trust game than those in the control prime. In Study 3, we compared the Jin-Shang prime to Protestant teachings and contemporary writings on reciprocity and found that only the Jin-Shang prime induced a significantly higher trusting tendency from Chinese participants than the control condition.


yalan zhang and yinlong zhang (2011) ,"The Impact of Jin-Shang Teaching on Chinese Consumers' Trust", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .


yalan zhang, Shanxi University of Finance and Economics, Shanxi Province, China
yinlong zhang, University of Texas at San Antonio, One UTSA Circle, San Antonio, TX 78249


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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