A Psychological Approach to Define Trust in Exchange Relationships - Trust Characterized by Cognitive, Affective, and Conative Dimensions

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,...