Does trust exist? Or is it merely the absence of un-trust?

What is it about?

Most Marketing theories, including relationship marketing and branding, emphasize the importance of trust as a pre-condition for business relations. This multidisciplinary article questions this and shows that it is a specifically human feature to give conditional trust, unless there is information (reputation) suggesting such conditional trust is unwise. This explains why business relations are entered. It might also mean that trust, as discussed in extant literature, is just a continued conditional trust, always depending of not receiving information hurting the partner's reputation.

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Why is it important?

It is a fundamental discussion in all extant literature in Marketing.