Relationship type, perceived trust, and ambiguity aversion

Relationship type, perceived trust, and ambiguity aversion Ambiguity averse suggests consumers to prefer risky options over ambiguous ones. In this study, the authors propose that consumer–brand relationship types influence consumers’ ambiguity aversion. Specifically, compared with consumers in exchange relationships with the focal brand, consumers in communal relationships are more likely to trust the focal brand and thereby be less averse to ambiguity. These proposals were tested in two experiments. In experiment 1, participants in communal relationships showed less ambiguity aversion than those in exchange relationships. In experiment 2, participants in communal relationships had higher perceived trust with the focal brand than the participants in exchange relationships, and they showed less dislike for tensile promotions. Experiment 2 also tested for and confirmed the mediating effect of perceived trust. This study concludes with a discussion of the theoretical contributions and practical implications of the results. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Letters Springer Journals

Relationship type, perceived trust, and ambiguity aversion

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Publisher
Springer US
Copyright
Copyright © 2016 by Springer Science+Business Media New York
Subject
Business and Management; Marketing
ISSN
0923-0645
eISSN
1573-059X
D.O.I.
10.1007/s11002-016-9408-z
Publisher site
See Article on Publisher Site

Abstract

Ambiguity averse suggests consumers to prefer risky options over ambiguous ones. In this study, the authors propose that consumer–brand relationship types influence consumers’ ambiguity aversion. Specifically, compared with consumers in exchange relationships with the focal brand, consumers in communal relationships are more likely to trust the focal brand and thereby be less averse to ambiguity. These proposals were tested in two experiments. In experiment 1, participants in communal relationships showed less ambiguity aversion than those in exchange relationships. In experiment 2, participants in communal relationships had higher perceived trust with the focal brand than the participants in exchange relationships, and they showed less dislike for tensile promotions. Experiment 2 also tested for and confirmed the mediating effect of perceived trust. This study concludes with a discussion of the theoretical contributions and practical implications of the results.

Journal

Marketing LettersSpringer Journals

Published: Sep 5, 2016

References

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