Trust is full of puzzle and paradox. Trust is both rational and emotional. Trust can go beyond calculative self-interest, but has its limits. People may want to trust, while they may also feel threatened by it. If trust is not in place prior to a relationship, on the basis of institutions, prior experience, or reputation, it has to be built up, in specific relations. For that one needs to learn, in the sense of building empathy, and perhaps a certain degree of identification. In an attempt at a better understanding of the puzzles and processes of trust, this chapter applies the perspective of ’embodied cognition’, and insights from mental ‘framing’ and decision heuristics from social psychology.
