A Psychological Approach to Define Trust in Exchange Relationships - Trust Characterized by Cognitive, Affective, and Conative Dimensions
50 Pages Posted: 21 Nov 2015
Date Written: November 1, 2015
Abstract
In marketing, little effort has been made to systematically define trust while numerous empirical studies operationalize it and address its measures in an ad hoc manner. Thus, the construct of trust is implicitly understood to include mixed meanings and feelings. This conceptual study examines these meanings and feelings, and addresses a model to conceptualize trust as a psychological state. The model explains that trust consists of cognitive, affective, and conative components, and these components relate to each other as suggested by the hierarchy-of-effects model. In this relationship, the three psychological components induce an exchange party to engage in such behaviors as vulnerable to the actions of the other party.
Keywords: Trust, Reliability, Joint Benefit, Emotions, Vulnerable Behaviors
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