Instead, the moral molecule works like a gyroscope, helping us to maintain our balance between behavior based on trust and behavior based on wariness and distrust.
As PR professionals, we also need to cultivate the kind of behavior that enhances trust, rapport and, ultimately, reputation.
It is the evidence of consistent behavior that builds trust in relationships.
But another study on trust, by Judith Olson, a cognitive psychologist and professor of information and computer sciences at University of California, Irvine, showed that people who met virtually could predict behavior and establish trust if they had enough time.
And, by the way, trust in corporate behavior low in places like the USA and Germany.
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They carefully define trust and craft guidelines for acceptable behavior based on their level of comfort with risk and fluidity.
Practice the language of trust in both explicit words and deliberate behavior, and your personal brand will be the better for it.
The study suggests not just that humans are tuned to watch for subtle hints of sketchy behavior, but that future humanoid robots could foster trust by using the right gestures.
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Each time you do so you strengthen the trust in the relationship and your reputation for responsible behavior.
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In a recent Kelton Group study my firm commissioned, titled Social Commerce: Buying Behavior and Influence Online, consumers were asked who they were likely to trust the most and least for product recommendations.
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Where the studies you rely on and the ones I trust seem to differ is in a basic assuption regarding human economic behavior.
The analysis also tells us that when trust, values and a purpose-inspired mission do not drive behavior in a company, far fewer of these engagement traits exist.
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It will surely take time for trust to be regained, and it is imperative that we do not forget the reckless behavior that got us into the situation in the first place.
The good news is that, in understanding both the strength and the disadvantage of such chameleon behavior, we recognize the value of it in the beginning to create the familiarity that builds initial trust.
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