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

by Katharine Elizabeth Bolton

Institution: University of Canterbury
Department: Psychology
Year: 2015
Keywords: trust; charity; role; donation; identification; uniform; badge; decision; time
Record ID: 1312594
Full text PDF: http://hdl.handle.net/10092/10277


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.