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By building on foundations from psychology, we aim to enhance academic understanding of the advising process in family businesses. We find evidence, based on rich qualitative data, suggesting that trust serves as a key construct in the relationship between family businesses and their advisors. In particular, we empirically show and theorize that trusting relationships evolve via a nonlinear process characterized by a constant interplay between cognitive and—increasingly important—affective assessments of family business trustors. The following types of trust emerge from these internal assessments: an intention to trust, which develops into perceived trust and finally results in behavioral trust.

From Intention to Trust to Behavioral Trust: Trust Building in Family Business Advising