Chapter 6: Trust in Market Relationships: The Main Analytical Dimensions
1. INTRODUCTION The content analysis performed in the previous chapter has highlighted some areas that require further discussion in order to fully understand trust. In particular, the nature of trust needs to be clariﬁed, as well as the elements that determine its epistemological relevance, namely presence of risk, uncertainty and trustee’s vulnerability. The deﬁnition of boundaries and conceptual prerequisites will allow the exploration of the analytical dimensions that help to deﬁne the various typologies of the construct. In fact, the numerous deﬁnitions found in the literature often refer to diﬀerent types of trust, showing its multidimensional essence. Also, to further clarify the construct contents, the need to compare trust with a set of bordering concepts emerges. These analytical goals inform the following chapter organization. An investigation of the construct contents helps to clarify various conceptual typologies of trust (section 2). Next, the role of risk, uncertainty and vulnerability in the trust content deﬁnition is analysed (sections 3 and 4). The construct’s multidimensional nature is then established and its various components conﬁgured (section 5); now several forms of trust can be identiﬁed, based on its prevailing analytical dimensions (section 6). Finally, limits and boundaries of the trust concept are evinced, comparing its similarities and diﬀerences with the bordering concepts of reputation, conﬁdence and faith (section 7). 2. CONCEPTUAL REPRESENTATION OF TRUST AS A COGNITIVE SYNTHESIS Trust is such a diﬃcult construct to deﬁne that it has acquired many meanings,...
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