Culture-contingent signs of trust in emergent relationships |
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Authors: | Oana Branzei Ilan Vertinsky Ronald D. Camp II |
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Affiliation: | 1. York University, Schulich School of Business, 4700 Keele Street, Toronto, Ont., Canada M3J 1P3;2. University of British Columbia, Sauder School of Business, 2053 Main Mall, Vancouver, BC, Canada V6T 1Z2;3. University of Regina, Faculty of Administration, Education Building, Regina, Sask., Canada S4S 0A2 |
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Abstract: | This study develops a culture-contingent model of trust formation in emergent relationships by comparing how trust-warranting signs shape attributions of trustworthiness to unfamiliar trustees in collectivist versus individualist cultures. We predict and find that the effectiveness of dispositional and contextual signs varies systematically depending on trustors’ national culture. Collectivists tend to rely less on dispositional signs and more on situational signs than individualists. This difference fosters distinct trust-building pathways. Individualists bestow trust based on a trustee’s perceived ability and integrity, collectivists’ trusting choices depend to a greater extent on predictable, benevolent interactions with a potential partner. These findings suggest that, in cross-cultural encounters, signs aligned with trustors’ cultural expectations hasten trust production. Mismatched signs are impotent, even off-putting. |
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Keywords: | Trust Culture Signs Attribution |
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