Abstract
This article builds on Georg Simmel's thesis that confidence is a most important synthetic force in modern society Its vitality is strengthened in the urban society based on anonymous relations In the rural society con fidence was based on personal information: in trading, retailer and customer knew each other and whom they could not trust Today confidence is based on non-personal information, on consumer laws, declarations of contents, and various technological devices. The article explores the changing basis of confidence and shows how various cues are used to manage modern confidence.
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