Dissuasive signs are preventive interventions that have the objective of dissuading a possible offender from committing a criminal act and are usually related to the use of security systems like security cameras or alarms. These types of interventions are mainly used to deter crimes against property like house robberies or burglaries. For this preliminary study, dissuasive signs related to private security companies will be rated in order to analyze the influence of brand recognition in a group of Mexican and Japanese participants. Two experiments were applied to determine the influence of brand logos on trust, safety, and risk perception. The results of the experiments revealed that both groups (Mexican and Japanese) agreed that already known brands were considered safer and trustful than the unknown ones and agreed that dissuasive signs with recognized security brands are perceived as riskier compared with the signs with unrecognized brands. However, Mexican participants showed a lower level of trust and risk compared to the Japanese group; this finding can be related to the lack of trust in authorities in Mexican society.
