“…Qualitative modeling can be seen as one of the "uncertainty calculi", such as fuzzy sets (Zadeh, 1965;Dubois & Prade, 1991;Hub & Zatloukal, 2009), rough sets (Pawlak, 1982) and order of magnitude reasoning (Raiman, 1991). Such calculi can be helpful when dealing with online trust (Song et al, 2005;Chakraborty & Chakraborty, 2007;Li et al, 2009;Li et al, 2012), especially under information shortage, measurement diffi culties, time pressure to make decisions and/or uncertainty, or when several novel, subjective and/or diffi cult to measure (e.g. qualitative only) variables are being considered.…”