Culture-contingent signs of trust in emergent relationships

This study develops a culture-contingent model of trust formation in emergent relationships by comparing how trust-warranting signs shape attributions of trustworthiness to unfamiliar trustees in collectivist versus individualist cultures. We predict and find that the effectiveness of dispositional and contextual signs varies systematically depending on trustors' national culture. Collectivists tend to rely less on dispositional signs and more on situational signs than individualists. This difference fosters distinct trust-building pathways. Individualists bestow trust based on a trustee's perceived ability and integrity, collectivists' trusting choices depend to a greater extent on predictable, benevolent interactions with a potential partner. These findings suggest that, in cross-cultural encounters, signs aligned with trustors' cultural expectations hasten trust production. Mismatched signs are impotent, even off-putting. (c) 2007 Elsevier Inc. All rights reserved.