The basis of Emotional Trust

The human brain has evolved and our “neuron-biological legacy means that emotions enjoy pre-emptive, first mover advantage in every decision process” (Hill, 2010).
The process to create emotional trust relies on the ability to provoke an emotion and although humans have the ability to rationalize, the dilemma according to LeDoux, is that “it's difficult for a thought to influence an emotion, and the parts of the brain that mediate each aren't well-connected; the pathways from the emotion systems to the cognition systems are wider and faster than the pathways from the cognition systems to the emotion systems. Emotion systems were in place early in evolution” (LeDoux, 2003).

Therefore understanding the basis ‘to trust’ is the only means in possibly creating trust. Trust is first a social emotion and according to Joseph LeDoux (2003), “to provoke trust, a salesperson has to put himself in the mind of another. And the customer has to have a theory of the salesperson and company, an idea of what they will do” (LeDoux, 2003). Trust has been described within the individual as “the emotional basis of cooperation” (Barbalet, 1996), and the “confident expectation of the benign intentions” (Dunn 1990). Trust therefore ascribes in the individual the sense of feeling of reassurance, logically interpreted that it is safe and secure to trust. 

- To engage that emotion to trust, the trustee has recognised what they want and engaged with the means to fulfil their expectation. 

- To evoke the emotion to trust and the genuine feeling between people stems from the level of accuracy and truthfulness between the exchange given through subliminal signals and chemical hormones forming intuition.