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Logos and Initial Compliance: A Strong Case of Mindless Trust

Author

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  • Anat Rafaeli

    (Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Haifa 32000, Israel)

  • Yael Sagy

    (Comverse, Inc., Paris 75007, France)

  • Rellie Derfler-Rozin

    (London Business School, London, NW1 4SA, United Kingdom)

Abstract

In four studies we examine the relationship between the presence of an organizational logo and initial compliance with a request made by a stranger and document higher compliance rates in the presence than in the absence of the logo. Study 1 verified this relationship in the field, and Study 2 replicated the field findings in a lab setting. Study 2 also confirmed trust as a mediator and risk as a moderator of this relationship, showing that trust and greater compliance are produced by the presence of a logo in high-risk but not in low-risk situations. Study 3 confirmed the moderating effects of risk on these findings in a field setting. Study 4 then used a lab set-up to confirm generalization of the findings to different logos. The findings hold important implications for research and management of symbols, trust, and compliance in organizations and for organization theory on initial trust and compliance.

Suggested Citation

  • Anat Rafaeli & Yael Sagy & Rellie Derfler-Rozin, 2008. "Logos and Initial Compliance: A Strong Case of Mindless Trust," Organization Science, INFORMS, vol. 19(6), pages 845-859, December.
    • Handle: RePEc:inm:ororsc:v:19:y:2008:i:6:p:845-859
    DOI: 10.1287/orsc.1070.0344
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    References listed on IDEAS

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    Cited by:

    1. Christopher Pryor & Shaker A. Zahra & Garry D. Bruton, 2023. "Trusting without a Safety Net: The Peril of Trust in Base of the Pyramid Economies," Journal of Management Studies, Wiley Blackwell, vol. 60(4), pages 767-799, June.
    2. Grahame R. Dowling & Tayo Otubanjo, 2011. "Corporate and organizational identity: two sides of the same coin," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 171-182, December.
    3. Kwok Leung & Xiaowan Lin & Lin Lu, 2014. "Compensation Disparity between Locals and Expatriates in China: A Multilevel Analysis of the Influence of Norms," Management International Review, Springer, vol. 54(1), pages 107-128, February.
    4. Randall, Jason G. & Dalal, Dev K. & Dowden, Aileen, 2023. "Factors associated with contact tracing compliance among communities of color in the first year of the COVID-19 pandemic," Social Science & Medicine, Elsevier, vol. 322(C).

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    Keywords

    artifacts; logos; compliance; trust;
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