Trust or not: the role of self-construal in the perceptions of trustworthiness toward salesclerks
| dc.contributor.author | Guo, Wenxia | |
| dc.contributor.examiningcommittee | Smith, Malcolm (Marketing) Feltham, Tammi (Textile Sciences) Friestad, Marian (Marketing, University of Oregon) | en_US |
| dc.contributor.supervisor | Main, Kelley (Marketing) | en_US |
| dc.date.accessioned | 2012-06-12T13:48:21Z | |
| dc.date.available | 2012-06-12T13:48:21Z | |
| dc.date.issued | 2012-06-12 | |
| dc.degree.discipline | Management | en_US |
| dc.degree.level | Doctor of Philosophy (Ph.D.) | en_US |
| dc.description.abstract | People usually have favorable evaluations when incoming information matches with their self view, which has been evidenced in cross-cultural research on advertisement appeals. However, the current paper demonstrates a counterintuitive finding in a retailing context. Results show that when an interdependent self-construal is made salient situationally, individually focused persuasion attempts (i.e. uniqueness) have a more positive impact on consumers’ trustworthiness toward the salesclerk and need for uniqueness than interpersonally focused persuasion attempts (i.e. connectedness). However, when an independent self-construal is activated situationally, persuasion attempts used by a salesclerk have no influence on consumers’ perceptions of trustworthiness toward the salesclerk and need for uniqueness. Five studies are presented that test these propositions and investigate their underlying processes. Study 1 conducted in Canada supported the hypothesized effects. Study 2 provided evidence for the robustness of the effect observed in Study 1 by conducting a similar experiment in China. Study 3, a field study, further supported the propositions when measuring self-construal as an individual difference. Study 4 provided support for the proposed underlying mechanism. That is, the observed effect in Study 1, 2 & 3 is due to persuasion knowledge through deliberate processing. Study 5 extended this result by recruiting participants from four different countries (France, Canada, China, and Israel). | en_US |
| dc.description.note | October 2012 | en_US |
| dc.identifier.uri | http://hdl.handle.net/1993/7890 | |
| dc.language.iso | eng | en_US |
| dc.rights | open access | en_US |
| dc.subject | Self-construal | en_US |
| dc.subject | Persuasion Knowledge | en_US |
| dc.title | Trust or not: the role of self-construal in the perceptions of trustworthiness toward salesclerks | en_US |
| dc.type | doctoral thesis | en_US |