Market deals cannot reflect character traits relevant to trust.

Evidence

In market exchange, where deals can be concluded immediately because of the guarantees afforded by financial and credit systems which bridge differences in time, it is true that personal interests are reflected in the choice of goods, but such deals do not reflect character traits relevant to the question of trust. The same does not apply to presents and favours, which call for expressions of thanks; they arise spontaneously, and run the risk of not being reciprocated. — Niklas Luhmann, Trust and Power, 193

Categorization

• DEFINE: Narrows what ‘personal trust’ means — it is built in spontaneous favours and gifts, not institutionalized market exchange — exactly the facework Giddens contrasts with faceless commitments.