Marketing trust: barriers and bridges

Article Abstract:

Business organizations are trying to develop trust in customers, suppliers and other parties with which they wish to do business. This marketing of trust arises from the firms' need to promote themselves as trustworthy to facilitate negotiations and interactions with their various constituencies. The ability to foster trusting relations also gives firms a competitive advantage by lowering costs associated with inter-firm transactions. The manner of marketing trust, however, depends on the concept of trust.

Psychological aspects, Marketing

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What do we want trust to be? Some distinctions of trust

Article Abstract:

Trust is a problematic concept in business due to its vague meaning. Philosophers disagree over the meaning of trust, why it is valuable and under what conditions it is valuable. Even social scientists and sociologists have failed to come up with an appropriate definition of trust. The concept of trust in the social sciences focuses on relations among evidence, ends and volition, which is rather too general. Instead, trust must be defined based on a more specific relationship between truster and trusted.

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Trust and business: barriers and bridges

Article Abstract:

Trust in business presents several issues that need clarification. While the importance of trust in business is recognized by many, there is widespread disagreement over its definition. Worse, many of the definitions of trust are inadequate and do not represent the true essence of what constitutes trust. Philosophers and sociologists also disagree over whether trust is affective, cognitive or conative. Moreover, trust, like friendship, assumes many forms depending on the type of relation people are in.

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