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.



Citation:

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 .

Authors

Yinlong Zhang, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More

Featured

Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.