Relationship type, perceived trust, and ambiguity aversion

Hsin-Hsien Liu () and Jung-Hua Chang ()
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Hsin-Hsien Liu: National University of Kaohsiung
Jung-Hua Chang: National Sun Yat-sen University

Marketing Letters, 2017, vol. 28, issue 2, No 7, 255-266

Abstract: 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.

Keywords: Ambiguity aversion; Relationship types; Perceived trust; Tensile promotion (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-016-9408-z

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