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The concept of trust suffers from conceptual confusion. The current perspectives on trust within the B2B marketing domain could be visualised as a big box of which the borders are defined by the disciplines marketing, economics, psychology and sociology. The purpose of this paper is to enlarge the box by introducing neuroscientific insights on trust to the B2B marketing domain.

By a literature study on neuroscientific insights on trust, this paper examines how neuroscience can help to solve existing problems within trust research and how it can address problems that otherwise might not be considered.

The neural coordinates of trust not only show that trust entails cognitive and affective elements, but also that these elements are so intertwined that they cannot be completely separated. What can and should be separated are the concepts of trust and distrust: the neural coordinates of trust are clearly different from the neural coordinates of distrust. Furthermore, there are personal differences in the ease of trusting others, which are not only caused by previous experiences but also by differences in resting patterns of frontal electroencephalographic asymmetry and by differences in hormonal state.

Specifically, the neural difference between trust and distrust might shape the future research agenda for trust research within industrial marketing. It is likely that the process of distrust goes quick, whereas trust comes more slow. This is reflected in the dual processing theory, which is seen as a paradigm shift in the psychology of reasoning.

New perspectives and directions for trust research are presented. The distinction between trust and distrust is connected to approach- and avoidance-motivated behaviour, which is highly relevant for deepening the studies on trust within industrial marketing.

This research was planned and applied as a descriptive study in order to determine the knowledge, attitudes and behaviors about testicular cancer (TC) and testicular self-examination (TSE) of male students who receiving health education.

This descriptive and cross-sectional study was conducted between May and August 2019 with male students. Early diagnosis of TC is quite important in terms of prognosis of the disease. The data were collected by using the questionnaire prepared by the researchers in accordance with the literature and the Turkish version of health belief model scale (HBMS) for TSE. The data were analyzed by number, percentage, mean and standard deviation and t test.

TSE HBMS, it was observed that the mean score of susceptibility subscale was 11.23 ± 3.73, the mean score of seriousness subscale was 28.20 ± 7.66, the mean score of benefit subscale was 21.57 ± 5.90, the mean score of the barriers subscale was 22.74 ± 5.16, the mean score of self-efficacy subscale was 9.91 ± 3.13 and the mean score of the health motivation subscale was 8.92 ± 2.84.

There was a statistically significant relationship between having heard of TC and health motivation (p < 0.05). There was a statistically significant relationship between the knowledge of TC and self-efficacy and health motivation (p < 0.05). There was a significant relationship between self-efficacy and TSE performing status (p < 0.05). There was also a significant relationship between the desire to obtain information about TSE and seriousness, barriers, self-efficacy and health motivation (p < 0.05). It was determined that majority of university students did not have any information about TC and TSE.