Measuring Trust: Through Competence - or Warmth? | Northwestern University

The Trust Project at Northwestern University - Kellogg School of Management
Measuring Trust: Through Competence - or Warmth?
We decide whether to trust another person almost immediately, and the decisive factor is their perceived warmth. But when businesses try to build trust, they typically focus on competence, which can be quantified. Warmth seems much less measurable, though organizations have become better at expressing it with indicators showing they are friendly to good causes.
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