Role-based trust: the effect of collector identification on trust and donating behaviours

Type of content
Theses / Dissertations
Publisher's DOI/URI
Thesis discipline
Psychology
Degree name
Master of Science
Publisher
University of Canterbury. Psychology
Journal Title
Journal ISSN
Volume Title
Language
Date
2015
Authors
Bolton, Katharine Elizabeth
Abstract

The experiment investigated how job role identification can affect how people interact with a charity collector. The main predictions look at the level of identification that charity street donation collectors have with their job role (e.g., no ID, uniform/t-shirt, ID badge, and uniform/t-shirt + ID badge) and how this was associated with how much potential donors trust the charity collector, whether they comply with giving the collector a donation, and if they do comply, then how much money they donate, and also how long it takes the potential donor to make a decision. Results show that although trust and level of identification was positively correlated, the difference between groups was non-significant. With regards to amount donated per person, donors are statistically more likely to donate slightly larger sums of money per person to those collectors in the low identification conditions. The results also show that there is no statistical significance between group differences in time to make a donation decision for each of the conditions involved. Implications of the results and research for charity use are discussed.

Description
Citation
Keywords
trust, charity, role, donation, identification, uniform, badge, decision, time
Ngā upoko tukutuku/Māori subject headings
ANZSRC fields of research
Rights
Copyright Katharine Elizabeth Bolton