Trust in Formal Institutions in Times of Crisis and Behavioral Outcomes

Ilona Szöcs, Nina Michaelidou, Milena Micevski, Živa Kolbl, Selma Kadic-Maglajlic, Ekaterina Nemkova, Marc Herz, Rodrigo Uribe, Evgeniya Nadezhdina

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


Individuals’ trust in institutions shape compliance attitudes and behaviors in times of crises. Drawing on recreancy theory, we investigate the role that government-, medical system-, and media play in shaping consumers’ protective and irrational behavior when faced with a crisis. We argue that such a link is mediated through compliance attitude and that individual exhibit differences in compliance and subsequent behavior depending on the type of institutional and the type of governmental system. We compare two groups of countries: those with stricter versus those with looser crisis response stringency measures. We find that formal institutions impact compliance attitude differently across the countries and across the type of institution. Compliance in turn, impacts protective behavior and overbuying.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy : EMAC 2023 Regional Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2023
Article number117261
Publication statusPublished - 2023
Event2023 EMAC Regional Conference: Marketing beyond the limits of Certainty: Distinguishing Twilight from Dawn - University of Piraeus, Piraeus, Greece
Duration: 27 Sept 202329 Sept 2023


Conference2023 EMAC Regional Conference
LocationUniversity of Piraeus
Internet address
SeriesProceedings of the European Marketing Academy


  • Formal institutions
  • Trust
  • Crisis

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