Trust development and the influence of the individualist/collectivist paradigm

Abstract

This research investigates the role that the individualist/collectivist dimension plays in the selection of the preferred method of building trust. Sixty five middle managers from a primary metal producer were analysed using two surveys. The individuals were classified as either individualists or collectivists and then asked to rate several statements regarding a preferred means of trust. The various means of developing trust were calculative, predictive, intentionality, capability and transference. The data collected should that only with calculative trust development did a clear preference exist between collectivists and individualists. The four remaining trust development processes were equally likely to be used by either group. The data also showed that neither race, nor language nor ethnic group could be used as a predictor of assignment to either cultural dimension. The selection of the sample population and the subsequent influence of organisation specific phenomenon were found to be highly influential on the selection of trust building process. Copyright