Thinking outside the box: a neuroscientific perspective on trust in B2B relationships
作者: Eveline Maria van Zeeland-van der HolstJörg Henseler
作者单位: 1Department of Design, Production and Management, University of Twente , Enschede, The Netherlands
2Universidade Nova de Lisboa , Portugal
刊名: IMP Journal, 2018, Vol.12 (1), pp.75-110
来源数据库: Emerald Journal
DOI: 10.1108/IMP-03-2017-0011
关键词: First impressionsTrustDistrustNeuroscienceApproach-avoidanceSOR model
原始语种摘要: Purpose(#br)The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the borders are defined by the disciplines marketing, economics, psychology and sociology. The purpose of this paper is to enlarge the box by introducing neuroscientific insights on trust to the B2B marketing domain. (#br)Design/methodology/approach(#br)By a literature study on neuroscientific insights on trust, this paper examines how neuroscience can help to solve existing problems within trust research and how it can address problems that otherwise might not be considered. (#br)Findings(#br)The neural coordinates of trust not only show that trust entails cognitive and affective elements, but also that these...
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关键词翻译
关键词翻译
  • trust 相信
  • outside 外边
  • coordinates 坐标
  • processing 加工
  • neural 神经系统的
  • existing 现行
  • marketing 市场学
  • directions 指示
  • frontal 额骨
  • within 在以内