Abstract
PurposeThis 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/approachIn 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.FindingsResults 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/valueUnderstanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.
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