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Measuring trust damage in nonprofit marketing: the role of cognitive and emotional perceptions

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  • Jundong Hou

    (China University of Geosciences (Wuhan))

  • Chi Zhang

    (University of Indianapolis)

  • Robert Allen King

    (West Texas A&M University)

Abstract

Trust is widely recognized as being crucial to the relationship between nonprofit organizations and their donors. However, trust is fragile. It can be easily damaged due to a single mistake. Understanding trust damage is very important for nonprofits in order to restore people’s confidence in their organization. Using a real nonprofit scandal event that occurred in China, this study examines the psychological effects of trust damage and determines the roles that cognitive and emotional perceptions play in it. Results suggest that the mental representation of trust damage is a two-dimensional construct. Both cognitive representation and emotional representation have significantly positive effects on the trust damage of individual donors after a negative event at a nonprofit organization. In order to help people recover from trust damage after a negative event, it is not only necessary to remove people’s cognitive concern but also to address people’s lingering emotional distress. Several important implications for nonprofit practitioners are also discussed.

Suggested Citation

  • Jundong Hou & Chi Zhang & Robert Allen King, 2018. "Measuring trust damage in nonprofit marketing: the role of cognitive and emotional perceptions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(1), pages 25-47, March.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:1:d:10.1007_s12208-017-0189-8
    DOI: 10.1007/s12208-017-0189-8
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    References listed on IDEAS

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    Cited by:

    1. Dandan Wang & Thomas Walker, 2023. "How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China," Sustainability, MDPI, vol. 15(19), pages 1-24, October.

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