Measuring trust damage in nonprofit marketing: the role of cognitive and emotional perceptions

• Jundong Hou ^[1] ; Chi Zhang ^[2] ; Robert Allen King ^[3]
  1. [1] China University of Geosciences

     China University of Geosciences

     China

     
  2. [2] University of Indianapolis

     University of Indianapolis

     Township of Center, Estados Unidos

     
  3. [3] West Texas A&M University

     West Texas A&M University

     Estados Unidos

     

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• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 15, Nº. 1, 2018, págs. 25-47
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Trust is widely recognized as being crucial to the relationship between nonprofit organizations and their donors. However, trust is fragile. It can be easily damaged due to a single mistake. Understanding trust damage is very important for nonprofits in order to restore people’s confidence in their organization. Using a real nonprofit scandal event that occurred in China, this study examines the psychological effects of trust damage and determines the roles that cognitive and emotional perceptions play in it. Results suggest that the mental representation of trust damage is a twodimensional construct. Both cognitive representation and emotional representation have significantly positive effects on the trust damage of individual donors after a negative event at a nonprofit organization. In order to help people recover from trust damage after a negative event, it is not only necessary to remove people’s cognitive concern but also to address people’s lingering emotional distress. Several important implications for nonprofit practitioners are also discussed.