Examination of interpersonal trust based on affection

Abstract

Trust has been widely discussed by various disciplines such as sociology, psychology, economics and marketing. However, after a review of the state of the art of this approach, some gaps in the understanding of trust are still apparent. One of these gaps is related to the affective bases of trust, largely ignored by researchers that consider, most of the time, only cognitive bases. In effort to fill this gap the main objective of this theoretical essay is to investigate interpersonal trust based on affection. Included in this research, based on literature on the subject, are a precise and clear definition, foundations (how it is constructed), when it would be more relevant and finally its influence on intentions of loyalty. This study proposes that interpersonal trust based on affection should be explained by the theory of human care coming from medicine and nursing, that explores the need for the patient's perception of care, attention and interest by the service provider. Throughout this essay research propositions are elaborated and finally considerations are made and suggested future research directions are included.