When we think about big companies we automatically associate Big with best, it says a number of things about our preconceptions. Big mattered, the reason for this was because we associate big with efficiency, being the best, better run, reliable, dependable, honesty, integrity, and finally Trust (the most important) As a social species we want to be able to rely on certain things, Trust is one of those elements. Our instincts are to Trust others, Con men of course have known this for a long time, their craft is to play on our predilection and turn it to their advantage. Behavioural scientists have begun to unravel what it is that makes us trust someone or something. We size up someone in a second of meeting them; first impressions count and although we may slightly revise our first impression there are powerful psychological tendencies that stop us from doing so. First impressions generally stick.