According to Tamar Frankel, trust plays a vital role in the business. First, whenever buyers have developed confidence in the sellers in the market, they would not require any kind of guarantee to assure them of the purchases. Second, it reduces the element of fraud in the business as both parties always remain straightforward during the transactions. Third, when sellers in the market portray trustworthiness, customers will consistently acquire their services and products, keeping the business active. Last, it can also promote fair competition in the market since most organizations would remain truthful in their operations.
The moral character of people can be important in reducing the abuse of trust. In most cases, when individuals believe in norms that do not tolerate bad behaviors, they usually do the right thing. Furthermore, if people have feelings of empathy towards one another, they will prefer not to undertake actions that might cause damage or harm to them. Morality makes individuals act self-restrained, they want their efforts to benefit not only them but the whole group involved.