Marketing Faculty Publications and Presentations
Document Type
Article
Publication Date
11-4-2021
Abstract
Does collectivism influence an individual's willingness to trust others? Conflicting empirical results from past research and the role of trust in international marketing make this question important to resolve. We investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multi-level analysis of data from over 6,000 respondents in 36 different countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level based on experiments in both the US and China and offers evidence of social projection as the explanatory mechanism. Finally, Study 4 demonstrates managerial relevance by using advertising to prime collectivism and assessing its effect on trust in the firm.
Recommended Citation
Westjohn SA, Magnusson P, Franke GR, Peng Y. Trust Propensity Across Cultures: The Role of Collectivism. Journal of International Marketing. November 2021. doi:10.1177/1069031X211036688
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Publication Title
Journal of International Marketing
DOI
10.1177/1069031X211036688
Comments
Original published version available at doi.org/10.1177/1069031X211036688
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