Creating Trust Through Narrative Strategy  

Oleh:

Gabbay, Shaul M. ; Leenders, Roger Th. A. J.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Rationality and Society vol. 15 no. 4 (Nov. 2003), page 509-539.
Topik: belief; multi-level marketing; narrative network marketing; rational choice; recruiting trust
Fulltext: 509RS154.pdf (587.17KB)

Isi artikel

In the rational model of trust, an actor's level of trust is a function of the expected gain and loss involved. As a consequence, if A can in¯uence the gain and loss perceived by B, A can in¯uence B's level of trust. In this article we study how A can do this through the strategic use of narrative. In particular, we show how actors who attempt to recruit others into network marketing employ narrative in manipulating the recruit's expectations. For example, we show how the costs involved in recruiting friends and family into network marketing are transformed into bene®t through narrative strategies. Through the strategic use of narrative, recruiters change the recruit's perception of the evidence underlying the trust decision and make perfectly rational behavior that was not considered rational before. In addition, we argue that recruiters use similar narrative on themselves in recon®rming the validity of their own previous decision to trust.

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