Parents' Reactions to Child Day Care Organizations: The Influence of Perceptions of Procedures and the Role of Organizations' Trustworthiness

On the basis of the uncertainty management model, we argue here that when people are uncertain about an organization's trustworthiness, they may resolve the question how they should react toward the organization by relying on their perceptions of the organization's procedures. As a consequence, we predicted that the reactions of parents whose child was in a day care center would be strongly influenced by their perceptions of the procedures used by the organization that was responsible for their children's day care when the parents would be uncertain about the organization's trustworthiness. However, when parents would be certain that the organization could be trusted they would be less in need of procedural information, yielding less strong effects of perceived procedure on parents' reactions. The findings of a survey study corroborate this line of reasoning. In the discussion it is argued that these findings suggest that people especially rely on their perceptions of procedures when they are uncertain about important aspects of their lives, such as the trustworthiness of organizations that are responsible for their children's day care.