2004 Ketchum Excellence in PR Research Award Winner
The purpose of this paper is to provide an overview of trust research, identifying common foundations and multiple constellations of trust. In doing so, the paper also addresses important implications of theory development and empirical research. First, it provides a historical sketch of different approaches to understanding the phenomenon of trust. Second, it explains why trust should be measured. Third, it deals with the operationalization and measurement of trust in different disciplines. Fourth, it answers the question is one trust definition or measurement appropriate? Finally, it briefly concludes with recommendations for future research.