Proto-trust and trust attribution: a theory of intuitive, affective forms of trust and the means by which trust decisions are made
Abstract
The purpose of this paper is to present a novel conceptualisation of an intuitive, primitive form of trust termed proto-trust. This concept is proposed in order to account for the many different senses, types and domains in which trust has traditionally been defined and theorised. A brief review of the literature on affective and intuitive trust is presented, informing the definition and formalisation of proto-trust. Following this, a preliminary empirical investigation of proto-trust is described, where intuitive trust assessments are compared to analytical trust decisions, under various attribution prompts. Results showed effects of attribution prompts on changes to trust assessments from intuitive to deliberative decisions. In addition, qualitative data are presented for the various reasons participants gave for their trust decisions. One of these reasons (emotional reaction) was found to affect the degree of difference between intuitive and deliberative trust assessments.