Betrayal aversion When agents of protection become agents of harm.pdfVIP

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Betrayal aversion When agents of protection become agents of harm.pdf

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Betrayal aversion When agents of protection become agents of harm

Betrayal aversion: When agents of protection become agents of harm Jonathan J. Koehlera,* and Andrew D. Gershoff b a McCombs School of Business and School of Law, The University of Texas at Austin, CBA 5.202, Austin, TX 78712-1175, USA b Department of Marketing, Columbia University Graduate School of Business, 520 Uris Hall, 3022 Broadway, New York, NY 10027-6902, USA Abstract A form of betrayal occurs when agents of protection cause the very harm that they are entrusted to guard against. Examples include the military leader who commits treason and the exploding automobile air bag. We conducted five studies that examined how people respond to criminal betrayals, safety product betrayals, and the risk of future betrayal by safety products. We found that people reacted more strongly (in terms of punishment assigned and negative emotions felt) to acts of betrayal than to identical bad acts that do not violate a duty or promise to protect. We also found that, when faced with a choice among pairs of safety devices (air bags, smoke alarms, and vaccines), most people preferred inferior options (in terms of risk exposure) to options that included a slim (0.01%) risk of betrayal. However, when the betrayal risk was replaced by an equivalent non-betrayal risk, the choice pattern was reversed. Apparently, people are willing to incur greater risks of the very harm they seek protection from to avoid the mere possibility of betrayal. 2002 Elsevier Science (USA). All rights reserved. Keywords: Betrayal; Trust; Promise; Risk; Air bags 1. Trust and betrayal Trust plays a central role in personal and business relationships (Barber, 1983; Mayer, Davis, Schoor- man, 1995). A recent cross-disciplinary review defined trust as ‘‘a psychological state composing the intention to accept vulnerability based on positive expectations of the intentions or behavior of another’’ (Rousseau, Sit- kin, Burt, Camerer, 1998, p. 395). This definition indicates that there are three components at the