Trust Propensity Across Cultures: The Role of Collectivism
通过四项研究（跨国数据分析、信任博弈实验、中美因果实验、广告启动实验），发现集体主义会降低个人信任倾向，社会投射是解释机制，对国际营销有管理启示。
Does collectivism influence an individual’s willingness to trust others? Conflicting empirical results from previous research and the role of trust in international marketing make this question important to resolve. The authors 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 multilevel analysis of data from over 6,000 respondents in 36 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 United States 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.