Neuromarketing 2.0 and Roger Dooley's trust economy

The article analyzes the concept of Neuromarketing 2.0, in which trust becomes a key business currency. The author indicates that every interaction between an organization and a customer is a signal of its character, and credibility is built not through declarations, but through repeatable, honest experiences. A key threat is so-called "trust killers"—small anti-signals (e.g., false urgency, stock photos, lack of price transparency) that subconsciously trigger skepticism in the recipient and destroy trust capital. The text emphasizes the role of modern diagnostic tools and AI in conducting credibility audits, allowing for the systematic detection of cognitive friction and responsibility asymmetries before they lead to real financial and image losses for the organization.