Unlocking the power of trust. Enhancing trustworthiness and trust perceptions

Abstract

The study aims to analyse how trust based on impression formation can be enhanced in business encounters. Building on the model of trust from Doney and Cannon (1997) and Wood et al. (2008), the study demonstrates how a salesperson’s trustworthiness and trust perceptions can be enhanced in a video consultation through their warmth and competence perceptions. The research contributes to the knowledge of impression formation with a focus on warmth and competence perceptions.