Desarrollo de confianza a través de interfaces de persuasión cooperativa

Translated title of the contribution: Developing trust through interfaces of cooperative persuasion

Juan Manuel Salamanca, Jaime Rivera, Nathalia González Ospina

Research output: Contribution to journalArticlepeer-review


Trust is a key factor when it comes to making an agreement between parties in negotiation or conflict. Reaching minimal levels of trust when the reputation of the other party is a gradual process that depends on the information provided during pronouncements and mutual actions. In this paper, we present a model for trust mediation between two parties named Trust Balance, which measures the level of conjoint honesty and conviction. We also show graphics representing the balance of trust through a visual interface in a virtual mediator trying to persuade two strangers to trust each other in a competitive and excluding context. The persuasion mechanism depends directly on the interface design that shows both parties how far or close they are to reach optimal balance without compromising the asymmetry of the information.

Results of exploratory experiments reveal that the interface reduces the time both parties take to cross the trust threshold, but, sometimes, it also constrains them due to the risks of being deceived. Experiments also showed some aspects of human morality that emerge with the possibility of deceiving or being deceived.
Translated title of the contributionDeveloping trust through interfaces of cooperative persuasion
Original languageSpanish
Pages (from-to)7-21
Issue number16
StatePublished - 2015
Externally publishedYes


  • Trust balance
  • asymmetric information
  • persuasion cooperative
  • mediation persuasive
  • Balance de confianza
  • información asimétrica
  • persuasión cooperativa
  • mediación persuasiva


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