Building Trust with Consensus Information

ABSTRACT Sellers’ reputation, as conveyed by consensus information, influences consumers’ trust in the company. Two experiments were used to investigate the effects of consensus information on consumer trust. Consensus trends were manipulated over three reporting periods. The results indicated that trust varies positively with the valence of a firm’s reputation and is similarly dependent upon whether the trend decreases or increases over time. Effects of valence and sequence direction were further explored in conditions wherein variation between periods was attenuated. Results showed that valence continued to drive trust. However, effects of sequence direction ceased to be significant when the change in reputation between periods was reduced.

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