Antecedents of Trust

Expertise, product performance & customer satisfaction are antecedents of cognitive trust. Corporate reputation, customer satisfaction & similarity are antecedents of affective trust. Expertise has most influence on cognitive trust, while similarity has most influence on affective trust. Cognitive & affective trust influence anticipation of future interactions but the effect of cognitive trust is greater than affective trust.

Hanzaee & Norouzi (2012). The Role of Cognitive & Affective Trust in Service marketing, Research Journal of Applied Sciences, Engineering & Technology.