When Trust Matters: Perceived Characteristics of Behavioral Guidance as Moderators of Trust in Compliance Decisions

Abstract

We tested whether perceived characteristics of behavioral measures suggested by a public health authority such as uncertainty, complexity, subjective knowledge, and perceived behavioral control would moderate the effect of trust in that authority on compliance intentions. We also tested how other known determinants of behavior such as attitude, subjective norms, perceived risks and benefits, and freedom threat would moderate trust effects. Findings suggest that trust was more strongly associated with behavioral compliance decisions when individuals felt more confident in their understanding of the suggested behavior. In addition, behavioral characteristics involving affective evaluations appeared to enhance the effects of trust.