This study provides an empirical investigation of decision delegation strategies and, in particular, the impact of levels of trust on the propensity to delegate decisions. The context for the investigation is financial services, an area where decision delegation plays a significant role. When making a decision consumers can delegate various tasks, such as deciding what attributes or features should be investigated, what alternatives should be considered or the complete decision in its entirety. This study tests the impact of cognitive trust, affective trust and system trust on the likelihood of engaging in the various levels decision delegation. Data were collected from customers of seven types of financial provider. Results indicate that trust levels on the part of consumers are an important determinant of levels of decision delegation employed, but that the relationship between trust and decision delegation is more nuanced and complex than expected.
|Title of host publication
|Enlightened Marketing in Challenging Times. AMSWMC 2019. Developments in Marketing Science
|Subtitle of host publication
|Proceedings of the Academy of Marketing Science
|F. Pantoja, S. Wu, Krey N.
|Place of Publication
|Number of pages
|Published - 2020
|Academy of Marketing Science World Marketing Congress 2019: Enlightened Marketing in Challenging Times - University of Edinburgh, Edinburgh, United Kingdom
Duration: 9 Jul 2019 → 12 Jul 2019
|Developments in Marketing Science: Proceedings of the Academy of Marketing Science
|Academy of Marketing Science World Marketing Congress 2019
|9/07/19 → 12/07/19