Focus on Trust
Explore the multidimensional nature of trust through Kellogg Insight articles, as well as videos from The Trust Project at Northwestern University.
By connecting scholars and executives from diverse backgrounds to share ideas and research, this unique body of knowledge enables you to systematically build and proactively manage trust in your organization.
![Pin down the components of trust.](/imager/clientcontent/8190/trust_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8190/trust_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8190/trust_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Cultivating Trust Is Critical—and Surprisingly Complex
Don’t rely on intuition for something this important.
Kent Grayson
March 7, 2016
![](/imager/clientcontent/7778/Trust_first_impression_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/7778/Trust_first_impression_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/7778/Trust_first_impression_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Strategy
Video: Are You Making the Wrong First Impression?
When building trust, it is not enough to demonstrate competence.
Adam Waytz and Col. John O'Grady
May 10, 2016
![Pin down the components of trust.](/imager/clientcontent/8190/trust_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8190/trust_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8190/trust_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Strategy
Video: To Build Trust with Customers, Show That You Are in It for the Long Haul
A researcher and a trusted CEO share tips to boost loyalty.
Niko Matouschek and Larry Rosen
April 7, 2016
![The final stretch of a job can prompt unethical behavior.](/imager/clientcontent/7881/cheating_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/7881/cheating_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/7881/cheating_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Employees Are More Likely to Cheat on Their Way out the Door
The temptation to act unethically is plentiful in the gig economy.
Daniel J. Effron, Christopher J. Bryan and J. Keith Murnighan
February 8, 2016
![Maintaining business relationships can be invaluable.](/imager/clientcontent/8103/roses_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8103/roses_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8103/roses_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
No Contract? No Problem
How the Kenyan flower industry thrives in the absence of formal contracts.
Rocco Macchiavello and Ameet Morjaria
September 8, 2015
![Company naming strategies provide clarity for consumers.](/imager/clientcontent/7953/hedge_funds_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/7953/hedge_funds_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/7953/hedge_funds_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Companies, Choose Your Name Wisely
The right name can signal that you are a safe bet.
Edward (Ned) Smith and Heewon Chae
September 8, 2015
![Trust in reputation might expose us to greater risk of opportunistic agents.](/imager/clientcontent/8101/reputation_final_1_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8101/reputation_final_1_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8101/reputation_final_1_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
We Trust Reputation. Should We?
The power of reputation might expose us to greater risk.
Gulnur Tumbat and Kent Grayson
June 2, 2015
![Researchers asked, can Wikipedia be trusted?](/imager/clientcontent/8212/wiki_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8212/wiki_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8212/wiki_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Can Wikipedia Be Trusted?
Crowdsourced Wikipedia entries are more biased than Encyclopaedia Britannica articles.
Shane Greenstein and Feng Zhu
June 2, 2015
![Honesty in business can increase sales for even lower quality items.](/imager/clientcontent/7818/auctions_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/7818/auctions_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/7818/auctions_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
It Pays to Be Honest—Even When You’re Selling Junk
Disclosing flaws can drive auction bids up.
Steven Tadelis and Florian Zettelmeyer
June 2, 2015
![Managing reputational risk can minimize consumer harm.](/imager/clientcontent/8080/podcast_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8080/podcast_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8080/podcast_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
The Risks of a Good Reputation
How reputation and trust function in commercial transactions and the sharing economy.
Kent Grayson and Brayden King
June 2, 2015
![Shareholder activism creates corporate change.](/imager/clientcontent/7804/activism_final_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/7804/activism_final_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/7804/activism_final_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Social Impact
How Do Activists Create Change?
Small reforms can lead to profound transformation.
Mary Hunter-McDonnell, Brayden King and Sarah Soule
June 2, 2015
![Cultural biases in economic exchange stem from weak bilateral trust.](/imager/clientcontent/8133/temp_file_09082014_insight_main1_24b460fa1ebea811277db04848c0c9ae.jpg 300w, /imager/clientcontent/8133/temp_file_09082014_insight_main1_827c6770ff3212869f8cd62919d4ad9e.jpg 150w, /imager/clientcontent/8133/temp_file_09082014_insight_main1_d790d93e6f5615a6551c6dd7531f3901.jpg 25w)
Cultures of Trust
The way countries view one another affects trade and investments.
Luigi Guiso, Paola Sapienza and Luigi Zingales
November 2, 2011