The influence of culture on consumer perceptions of deceptiveness

Abstract

Purpose

This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness.

Design/methodology/approach

In total, 400 Chinese consumers and an equal-size sample of Canadian consumers were recruited to fill an online survey. The survey integrates four scenarios of insurance fraud and measures of perceived deceptiveness, cultural tightness and horizontal-vertical idiocentrism allocentrism, in addition to some control variables.

Findings

Results show that at the societal level of culture, perceived deceptiveness is higher in individualistic than in collectivistic cultures. When accounting for the level of situational constraint, cultural tightness was found to magnify the perceived deceptiveness. At the individual level of culture, vertical-allocentrism and vertical-idiocentrism were found to weigh against the perception of deceptiveness.

Originality/value

Understanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.

Citation

Zourrig, H., Zhang, M., El Hedhli, K. and Becheur, I. (2021), "The influence of culture on consumer perceptions of deceptiveness", Journal of Consumer Marketing, Vol. 38 No. 5, pp. 469-483. https://doi.org/10.1108/JCM-09-2020-4150