Trust Propensity Across Cultures: The Role of Collectivism

Does collectivism influence an individual’s willingness to trust others? Conflicting empirical results from previous research and the role of in international marketing make this question important resolve. The authors investigate across cultures at individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level individual-level propensity a multilevel analysis data over 6,000 respondents 36 countries. 2 offers game, introducing more rigorous behavioral outcome variable. 3 contributes causal based on experiments both United States China social projection as explanatory mechanism. Finally, 4 demonstrates managerial relevance by advertising prime assessing its effect firm.