The Diversity-Uncertainty-Valence (DUV) model of generalized trust development

Generalized trust is critical for societies and organizations because it facilitates cooperation beyond the circle of familiar individuals. In contrast to specific trust, which is contained within a relationship, generalized trust represents one’s general willingness to trust others before knowing any specific information about a partner. We present a new theoretical model—the Diversity-Uncertainty-Valence (DUV) Model of Generalized Trust Development—which identifies the factors that determine generalized trust levels. We propose that three elements of social interactions—a sense of diversity, social uncertainty, and positive valence—determine generalized trust development. Diversity drives the generalization process, whereas social uncertainty and positive valence enable the trust development process. Three experiments and an internal meta-analysis confirmed the core prediction of the DUV model: social interactions among a diverse set of partners that produce positive outcomes under conditions of uncertainty will produce the highest levels of generalized trust.