This chapter examines the issue of trust in British Atlantic trade during the period from 1750 to 1815. It considers the emotive nature of trust and discusses the distinction and interconnections among personal trust, institutional trust (assurance) and general trust (confidence). The analysis indicates that during this period, personal trust was extremely important, whether ascribed or process based. This chapter also suggests that the institution of the business culture, straddling the boundaries of personal and institutional trust, allowed the British-Atlantic trading community to keep functioning.
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