The Great Wall of Trust | Trust in Business

New research on cognitive and affective trust in Chinese business was released today from Harvard Business School.

“Cognitive trust is trust from the head; it’s a very rational way of assessing ability and reliability,” says Chua. “Affective trust is trust that comes from the ‘heart.’ This type of trust involves considerable emotional investments.”


Business in China, Business Ethics, Guanxi and Trust, Harvard Business, Harvard Business School, The Trust Edge, Trust in China

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