More Is Not Always Better: When Competence Helps and Harms Trust

Is it always better to demonstrate your knowledge and expertise, or should you tone down your strength and assertiveness in competitive environments? People often believe that if they can prove they are truly good at what they do, others will naturally trust them more. This is also the typical approach we take when applying for jobs, building relationships with colleagues, or encouraging the adoption of new technologies.

Our research (Zheng, Wang, and Pinto,2023) invites us to think about why we sometimes pass over the best performer or most competent person, and instead, place trust in people who may not be perfect at their jobs. The research reveals that competence alone can carry little weight in building lasting, resilient trust. In fact, without good character, high competence can undermine trust. It also shows why, in high-risk situations without strong safety nets, we instinctively prioritise character over competence.

This study gives us something important to consider: skill matters, but only when paired with strong character traits like fairness and kindness.

Why Does Character Matter So Much?

The main research findings suggest that we do not automatically trust highly competent people. Instead, character serves as a gatekeeper. When we perceive someone as fair, honest, and caring, their skills truly matter to us. But if we believe someone has poor character, their competence does not earn our trust — in fact, it can make us even more suspicious, as we may fear they will use their abilities in harmful ways.

So, trust is not just about being good at something; it is about how you use your skills.

The “Multiplicative Effect” of Character

We discovered that character amplifies the effect of competence. In other words, when you are both skilled and have good character, trust increases a lot. However, when good character is missing, even a highly skilled person experiences a significant decline in trust from others.

Think of it this way: if someone is extremely competent (let’s say, the best surgeon in town) but lacks honesty or compassion, people hesitate to trust them. In fact, stories of so-called “Angels of Mercy” have heightened suspicion towards highly competent but ill-intentioned doctors, precisely because their skills give them the ability to decide the life or death of vulnerable patients.

What Happens When There Are Safeguards?

Interestingly, the study found that when there are strong external protections, such as strict rules, contracts, or legal systems that prevent people from acting badly, the role of character can shrink. In those situations, people can rely more on competence because they feel “protected” by the system.

For example, you might trust a skilled but cold-hearted mechanic if the shop has a rock-solid warranty and strong consumer protections. But if you know there are no safeguards, you are likely to trust a competent person only if you feel they have good character.

We developed a modified trust game to show that trust can be shaped by the combination of personal qualities and social context.

Why This Matters to You

In the Workplace

Hiring managers should pay close attention to this. It is tempting to focus mostly on competence when choosing who to hire or promote. But this research shows that character is just as important, if not more so.

A highly skilled but ethically questionable employee can lower morale and hurt company culture. A powerful but self-centred leader can erode team trust and reduce productivity. This is also why we sometimes rely on gut feelings. We want to know: is this person not only good at their job but also a good person? Someone who has strong character and solid skills will likely be a foundation for lasting success. On the other hand, a skilful person with low character may cause long-term damage to the people and the organisation around them.

In Technology and AI

As we rely more on technology, especially artificial intelligence, trust becomes even more complicated. A system might be extremely competent but lack transparency or fairness. Should we trust it? This research suggests we are less likely to fully trust these systems unless they are designed with “character-like” qualities, such as explainability, fairness, and accountability.

Final Thoughts: Building Real Trust

In everyday life, whether it is your babysitter, your plumber, or your doctor, competence matters- but character is the deciding factor when protections are thin or when we cannot easily walk away from a bad situation.

In the end, character is what unlocks the value of competence.

Zheng, X., Wang, W., & Pinto, J.(2023). When Does Competence Matter? Character as a Moderator in the Development of Trust. Personality and Social Psychology Bulletin, 0(0). https://doi.org/10.1177/01461672231167693

Author: Dr Xuchang Zheng, Assistant Professor in Organisational Behaviour at DCU