Affective Trust in the Global Marketplace

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Affective trust.  Do you know what it is?  According to Chua's article, "Building Effective Business Relationships in China:"

The second type is trust from the heart (affective trust), which arises from feelings of emotional closeness, empathy and rapport and is more complex to develop. 

Read Roy Y. J. Chua's summary on "trust from the head" and "affective trust:" Building Effective Business Relationships in China (requires registration if you want to read the entire article at MIT Sloan Management Review and worth a look to uncover a vast amount of global business knowledge).*

*3 free articles per month, $6.50/article thereafter.

Related article here.