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Trust in the medical profession has been widely studied (Hall et al. 2002). It may be displayed as trust in the profession or trust in a particular clinician. The latter involves confidence in their competence and belief in their honesty. Displaying professional qualifications and thank‐you cards in waiting and consulting areas can help to strengthen a client’s feelings of trust (Figures 2.4 and 2.5). However, the decision on whether or not to trust someone is based very much on gut feelings. It is an unconscious decision.