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Marketing Ph.D. Candidate

Cristian Andres Sepulveda

Cristian Andres Sepulveda, University of Wyoming

Publication Date: 2018
Location: Dortmund, Germany
Who: The research team features Cristian Sepulveda, along with Dr. Renate DeLucchi (TU Dortmund)

Research Question
Does cultural background affect the level of trust in marketing communications, particularly in regards to fair trade?

Significance
The goal for this research is to assess how the cultural background of the consumers will affect their perception of trustworthiness when evaluating products or services that make claims regarding their properties or source of raw materials, such as fair trade products.

Methods Used
Survey, unstructured interviews

Conclusions/Outcomes
Obtaining a significative dataset, of about 30 interviews and 300 complete questionnaires, will allow me to assess if differences in cultural background has an effect on the perception of trustworthiness on marketing communication and product expectations.

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