2. The Values Institute Trust Framework
Our social science approach is based upon research from the fields of sociology, psychology and economics. Leading
trust studies since the 1960’s have revealed consistent cognitive and affective variables that exist in highly trusted
relationships. Our framework leverages these insights to measure trust across twenty-five trust values that reflect
opinions, guide decision-making and shape behaviors. The values have been grouped into five primary trust categories
of Ability, Concern, Connection, Consistency and Sincerity. Our research methodology provides a meaningful and
diagnostic evaluation that individuals can use to modify and model trusting behaviors within their own organizations.
Connection
Personal Bond
Intimacy
Commitment
Concern Like-mindedness Consistency
Shared Values
Attentiveness Stability
Responsibility Reliability
Care Dependability
Fairness Integrity
Respect Predictability
Ability Sincerity
Competence Genuineness
Efficiency
Utility
Quality
TRUST Transparency
Openness
Confidentiality
Responsiveness Loyalty
3. Ability
The following statements are
used to measure ability:
Utility
They are able to achieve
what they promise.
Efficiency Quality
They are efficient,
and have well-run operations.
They consistently provide
what I want and need.
I’m happy with the quality
of their products and services. Competence Ability Responsiveness
They respond to feedback
about their products and services.
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4. Concern
The following statements are
used to measure concern:
Care
They listen to me,
and want to hear what I have to
say (even if it is a complaint). Responsibility Fairness
The company behaves responsibly.
They care about the well being of
their employees and customers.
They are fair to their
customers and employees. Attentiveness Concern Respect
Employees treat me
positively and with respect.
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5. Connection
The following statements are
used to measure connection:
Commitment
I feel connected to people
behind the company.
Like-
I know a lot about the Intimacy
mindedness
company and their values.
I can imagine using their products
and services for a long time.
We share many of the
Personal
same views and opinions. Bond
Connection Shared Values
I feel we have similar values.
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6. Consistency
The following statements are
used to measure consistency:
Dependability
They are a stable company,
and I can depend on them.
I can rely on them to behave Reliability Integrity
and perform in a way I expect.
They follow through
with what they say.
The company stands
behind their commitments. Stability Consistency Predictability
Their actions reflect their values.
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7. Sincerity
The following statements are
used to measure sincerity:
Openness
I feel they are genuine and
up-front – they don’t hide
information from customers. Transparency Confidentiality
They provide all the details
I want about the company, their
products/services and policies.
I feel they are open, and
share how they make decisions. Genuineness Sincerity Loyalty
They keep the information
I share with them confidential.
They value my business,
and reward me for the loyalty.
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8. Survey Overview
• Screener
Familiarity with all brands in the study
Quotas used to ensure representative sample (demographics)
• Scale
Respondents rate agreement to statements using five point scale
• Survey Flow
Each respondent rates two brands
Respondents do not select the brands rated
Brands are randomly presented for each of the five categories
– For example in the recent national study, the same person could rate FedEx and Apple across the
five Ability statements and then Ford and Coca-Cola across the five Concern statements
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9. Thank you.
Chesley Beaver, Co-Founder
The Values Institute at DGWB
chesley-tvi@dgwb.com
TheValuesInstitute.org
