Neural and Behavioral Insights into Online Trust and Uncertainty

  • Uma R. KarmarkarEmail author
  • Adrianna C. Jenkins
Part of the Advances in Neuroethics book series (AIN)


Trust is a psychological factor that can gate channels of communication, persuasion, and engagement between individuals and organizations in digital settings. Thus, understanding when and how people trust online entities has become an important issue for the technology industry. In this chapter, we provide an overview of the insights that neuroscience offers us into trust, and perhaps more importantly distrust and uncertainty, with particular attention to how these processes relate to digital spaces and cybersecurity. We use this to provide building blocks for articulating the questions that dominate the ethical responsibility of organizations in communicating with their customers in these settings.


Communication Cybersecurity Decision-making Distrust fMRI Neuroimaging Social cognition Trust Ambiguity Uncertainty 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Rady School of Management, and School of Global Policy and StrategyUniversity of California, San DiegoSan DiegoUSA
  2. 2.Department of PsychologyUniversity of PennsylvaniaPhiladelphiaUSA

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