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Published in:
2015 | OriginalPaper | Chapter
Reconceptualizing Trust: An Evolutionary Process Model
Authors : James M. Curran, Deborah E. Rosen
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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The literature has, historically, acknowledged that trust evolves between parties, indicating a dynamic state of affirirs. Yet trust has generally been operationalized as a static state of affairs within the relationship; that is, it either exists or does not exist between partners. One question that has been overlooked is how do the partners in a relationship come to trust one another or fail to trust? Perhaps even more important to an understanding of trust is the question of whether trust itself changes throughout the life of a relationship.