{"id":13331,"date":"2021-12-09T20:40:58","date_gmt":"2021-12-10T01:40:58","guid":{"rendered":"https:\/\/carleton.ca\/scs\/?page_id=13331"},"modified":"2026-06-02T14:59:23","modified_gmt":"2026-06-02T18:59:23","slug":"tr-10-11-the-relationship-of-trust-demand-and-utility-be-more-trustworthy-then-i-will-buy-more","status":"publish","type":"page","link":"https:\/\/carleton.ca\/scs\/research\/scs-technical-reports\/technical-reports-2010\/tr-10-11-the-relationship-of-trust-demand-and-utility-be-more-trustworthy-then-i-will-buy-more\/","title":{"rendered":"TR-10-11: The Relationship of Trust, Demand, and Utility: Be More Trustworthy, Then I Will Buy More"},"content":{"rendered":"\n<section class=\"w-screen px-6 cu-section cu-section--white ml-offset-center md:px-8 lg:px-14\">\n    <div class=\"space-y-6 cu-max-w-child-5xl  md:space-y-10 cu-prose-first-last\">\n\n            <div class=\"cu-textmedia flex flex-col lg:flex-row mx-auto gap-6 md:gap-10 my-6 md:my-12 first:mt-0 max-w-5xl\">\n        <div class=\"justify-start cu-textmedia-content cu-prose-first-last\" style=\"flex: 0 0 100%;\">\n            <header class=\"font-light prose-xl cu-pageheader md:prose-2xl cu-component-updated cu-prose-first-last\">\n                                    <h1 class=\"cu-prose-first-last font-semibold !mt-2 mb-4 md:mb-6 relative after:absolute after:h-px after:bottom-0 after:bg-cu-red after:left-px text-3xl md:text-4xl lg:text-5xl lg:leading-[3.5rem] pb-5 after:w-10 text-cu-black-700 not-prose\">\n                        TR-10-11: The Relationship of Trust, Demand, and Utility: Be More Trustworthy, Then I Will Buy More\n                    <\/h1>\n                \n                                \n                            <\/header>\n\n                    <\/div>\n\n            <\/div>\n\n    <\/div>\n<\/section>\n\n<p>Carleton University<br>\n<a href=\"https:\/\/carleton.ca\/scs\/research\/scs-technical-reports\/technical-reports-2010\/\">Technical Report<\/a> TR-10-11<br>\nMay 11, 2010<\/p>\n\n\n\n<h2 id=\"the-relationship-of-trust-demand-and-utility-be-more-trustworthy-then-i-will-buy-more\" class=\"wp-block-heading tr_t1\">The Relationship of Trust, Demand, and Utility: Be More Trustworthy, Then I Will Buy More<\/h2>\n\n\n\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">\n<div class=\"tr_t3\">Amirali Salehi-Abari &amp; Tony White<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<h3>Abstract<\/h3>\n<p>In many marketplaces consumers may interact with more than one supplier in order to achieve a particular goal. This paper takes the position that trust mediates agent interactions and that agent demands are likely to increase with increasing trust. Furthermore, trust of one agent in another is updated based upon a trust model. The model proposed in this paper is one in which agent demands can be divided amongst suppliers with the division determined by trust. The model evaluates five prominent trust models in a hypothetical marketplace and demonstrates empirically that FIRE, Regret, Probabilistic Trust Models and a model due to Yu and Singh can be exploited such that a consumer agent will continue to interact with a malicious agent despite periodic contract defaults by the malicious agent. Empirical studies support the hypothesis that adaptive trust models such as AER are resistant to this type of exploitation and discourage periodic or cyclical defaulting on contractual obligations.<\/p>\n<p><a href=\"https:\/\/carleton.ca\/scs\/wp-content\/uploads\/sites\/260\/TR-10-11.pdf\">TR-10-11.pdf<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Carleton University Technical Report TR-10-11 May 11, 2010 The Relationship of Trust, Demand, and Utility: Be More Trustworthy, Then I Will Buy More Amirali Salehi-Abari &amp; Tony White Abstract In many marketplaces consumers may interact with more than one supplier in order to achieve a particular goal. This paper takes the position that trust mediates [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":12468,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_cu_dining_location_slug":"","footnotes":"","_links_to":"","_links_to_target":""},"cu_page_type":[],"class_list":["post-13331","page","type-page","status-publish","hentry"],"acf":{"cu_post_thumbnail":false},"_links":{"self":[{"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/pages\/13331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/comments?post=13331"}],"version-history":[{"count":1,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/pages\/13331\/revisions"}],"predecessor-version":[{"id":13332,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/pages\/13331\/revisions\/13332"}],"up":[{"embeddable":true,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/pages\/12468"}],"wp:attachment":[{"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/media?parent=13331"}],"wp:term":[{"taxonomy":"cu_page_type","embeddable":true,"href":"https:\/\/carleton.ca\/scs\/wp-json\/wp\/v2\/cu_page_type?post=13331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}