Does Cultural Orientation Influence Consumers’ Propensity to Trust?

Four studies are reported to investigate the impact of cultural orientation on consumers’ propensity to trust. A cross-country comparison of trust tendency across 59 countries from World Value Surveys (study 1) indicated that an individualism orientation is associated with greater trust tendency than a collectivism orientation. An individual level of survey confirmed this country-level relationship. One additional experiment that manipulated self-construal provided causal evidence for this relationship. A fourth study used the trust game (Berg, Dickhaut, and Cable 1995) to test the role of stranger vs. friend in moderating this relationship. Divergent operationalization of cultural orientation and measurement of trust indicates the relationship is robust.


Yinlong Zhang (2010) ,"Does Cultural Orientation Influence Consumers’ Propensity to Trust? ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 607-608 .


Yinlong Zhang, University of Texas at San Antonio, USA


NA - Advances in Consumer Research Volume 37 | 2010

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