There's an article over at eMarketer.com called In Institutions We Trust, or Not which brings up some interesting points regarding how much trust people have in certain entities. It specifically notes such disparate things as trust in government and social networking. “Only 16% of respondents said online social networks were “completely” or “very trustworthy.” This is mainly due to privacy concerns and the understanding that corporations do not have our best interests in mind, they have their own interests.
I also think this can be attributed to people being more informed via the power of the internet and thus not trusting everything they read there. A great example can be seen on the McDonald's website by comparing this image:
And this image:
I daresay most of use are reasonably informed enough about the McDonald's experience to expect more of the latter than the former.
While it's obvious why McDonald's would want to project an image of quality it strikes me as a further departure in image from their roots. I want two all beef patties-special sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun, squished unceremoniously in a box. Instead they are trying to sell me a gourmet patty resting on verdant fields of lettuce and artisan bread, which I'm pretty sure I can get better elsewhere. Consider me unconvinced.
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