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Logos and Initial Compliance: A Strong Case of Mindless Trust

Faculty of Industrial Engineering and Management, Technion-Israel Institute of Technology, Haifa 32000, Israel
Comverse, Inc., Paris 75007, France
London Business School, London, NW1 4SA, United Kingdom
anatr{at}ie.technion.ac.il
yael.sagy{at}comverse.com
rderfler.phd2007{at}london.edu

In four studies we examine the relationship between the presence of an organizational logo and initial compliance with a request made by a stranger and document higher compliance rates in the presence than in the absence of the logo. Study 1 verified this relationship in the field, and Study 2 replicated the field findings in a lab setting. Study 2 also confirmed trust as a mediator and risk as a moderator of this relationship, showing that trust and greater compliance are produced by the presence of a logo in high-risk but not in low-risk situations. Study 3 confirmed the moderating effects of risk on these findings in a field setting. Study 4 then used a lab set-up to confirm generalization of the findings to different logos. The findings hold important implications for research and management of symbols, trust, and compliance in organizations and for organization theory on initial trust and compliance.

Key Words: artifacts; logos; compliance; trust