Enhancing trustworthiness to gain sustainable development: the signaling effect of voluntary “hostage posting” on consumer behavior

Soo Yeong Ewe, Motoki Watabe

Research output: Contribution to journalMeeting Abstract


This research examined the combined impact of voluntary hostage posting (HP) and the group polarization effects on perceived trust and intention to buy in two consumer products; sim card and air-conditioner. An experimental study revealed that the group polarization amplifies the effects of voluntary HP in consumer behavior.
Original languageEnglish
Pages (from-to)183-184
Number of pages2
JournalAdvances in Consumer Research
Publication statusPublished - 2021


  • Hostage posting
  • group polarization
  • Decision making
  • buying behavior

Cite this