Logos and Initial Compliance: A Strong Case of Mindless Trust

• 成果类型: Article
• 署名作者: Rafaeli, Anat; Sagy, Yael; Derfler-Rozin, Rellie
• 署名单位: Technion Israel Institute of Technology; University of London; London Business School
• 刊物名称: ORGANIZATION SCIENCE
• ISSN/ISSBN: 1047-7039
• DOI: 10.1287/orsc.1070.0344
• 发表日期: 2008
• 页码: 845-859
• 关键词: artifacts; logos; Compliance; trust

摘要

In four studies we examine the relationship between the presence of an organizational logo and initial compliance with a request made by a stranger and document higher compliance rates in the presence than in the absence of the logo. Study 1 verified this relationship in the field, and Study 2 replicated the field findings in a lab setting. Study 2 also confirmed trust as a mediator and risk as a moderator of this relationship, showing that trust and greater compliance are produced by the presence of a logo in high-risk but not in low-risk situations. Study 3 confirmed the moderating effects of risk on these findings in a field setting. Study 4 then used a lab set-up to confirm generalization of the findings to different logos. The findings hold important implications for research and management of symbols, trust, and compliance in organizations and for organization theory on initial trust and compliance.