Trust and Configurational Sensemaking Process: Identity Orientation, Legitimacy, and Posture

Drawing on the theory of sensemaking process, we explore the inherent nature of CSR outcomes from observers perspective instead of simply focusing on the related activities. Previous researches associated trust with identity orientation and legitimacy (under cognitive sensemaking process), as well as posture (under conative sensemaking process). However, such findings were inconsistent and sometimes contradictory. In this article we employ a configuration approach. Firstly, we use scenario study to demonstrate how certain types of identity orientation and legitimacy are matched, and could be mutually reinforcing in audiences perception. Then based on these type-by-type links, we build isomorphic configurations and conduct another survey study. Our results indicate that trust is high when sensemaking attributes are perceived consistently in each configuration. Specifically, when individual identity orientation as configurated with pragmatic legitimacy and defense posture, or when relational identity orient...