A Research Companion
Edited by Olympia Kyriakidou and Mustafa F. Özbilgin
Chapter 9: Trust and Commitment in the Market
Yoshimichi Sato* Introduction: trust and commitment in an uncertain situation How do people behave when they are in an uncertain situation? Purchasing chicken meat would be a good case for exploring for an answer to this question. The taste and the quality of chicken meat are diﬃcult to judge by its appearance. Then how do consumers decide to buy certain chicken meat? They may decide by its brand name and/or price. It might be the case, however, that the brand name of chicken meat such as ‘chicken meat produced in X village’ is a false indication. A meat market may quote a high price to give consumers an impression that the meat is of high quality. Thus this case represents a situation in which all the information on the chicken meat is not reliable. What would a consumer, say Mr A, do in this situation? He would buy chicken meat at a meat market if he trusts it. Here the target of trust by Mr A changes from the chicken meat to the meat market.1 If the quality of the meat is lower than he expected, Mr A will buy chicken meat at another meat market next time. If the quality is as high as (or higher than) he expected, what does Mr A do? Will he buy chicken meat at the same meat market next time? He will probably do so because it is safer to buy at a meat market that once sold high-quality meat than another...
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