Title: Measuring trust in financial services : a new way to gain useful insights
Authors : Rawitzer, Heike
Hari, Jürg J.
Conference details: Academy of Marketing Conference 2013, Cardiff, Wales, 08-11 June 2013
Issue Date: 2013
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
Language : English
Subjects : Financial services; Marketing Conference
Subject (DDC) : 332: Financial economics
Abstract: Trust in banking was a focus of international research long before the international financial crisis. This crisis made it clear that the collapse of the most basic trust mechanisms was capable of causing a fundamental crisis of trust across the entire financial system. This study shows that the Implicit Association Tests can be used to measure trust in the financial services sector and pinpoint the automatic, subconscious attitudes of financial service providers. In study 1 participants indicated an explicit and implicit preference for small, regional banks. This is in line with our expectation of mistrust towards the large international banks as portrayed in the media at the time of the study. We intended to replicate this finding two years later in study 2. The results indicate a preference for larger banks. Intuitively, one could claim that this is in line with expectations, since large banks are large, because people trust them more than their smaller counterparts. Indeed, the level of explicit trust towards larger banks seems to be greater than towards the smaller banks. Study 1 may have been contaminated with framing influences from general media.
Departement: School of Management and Law
Publication type: Conference paper
URI: https://digitalcollection.zhaw.ch/handle/11475/16084
Appears in Collections:Publikationen School of Management and Law

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