Familiarity isn't breeding consumer trust in icons.(Brief Article)(Statistical Data Included)

Crain's Chicago Business, June, 2002

It's no surprise that Chicago's hometown brands like McDonald's Corp., United Airlines and Allstate Corp. are widely recognized. You'd have to be living in a cave not to know them. But when it comes to the matter of consumer trust, these icons aren't holding up that well, according to a Crain's survey of public confidence in a roster of local companies conducted by Chicago-based Leo J.

Shapiro & Associates LLC (Crain's, June 10). Eight of the 14 companies in the survey scored 90% or higher in consumer awareness. But on the question of trust, the top eight scored between 7.0 and 7.9 on a scale of 1 to 9, with 9 representing complete trustworthiness, suggesting that, in some ways, they don't meet expectations. Why? Perhaps familiarity breeds contempt....

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.