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INANCIAL ORGANISATIONS ANDbureaucracies comprise a vast infrastructure of fragile claims and promises between creditors and debtors. Default is never unthinkable; past trust can shatter. Money is created out of promises be- tween public and private debtors (governments, taxpayers and entrepreneurs, plus us borrowers) and creditors (private global financial institutions, and the public if bondholders and/or savers). Money’s vital role in economic activity may often be benign: private creditors finance national debt for sound government activi- ties, allowing more favourably priced credit to foster economic activity which a government can tax to repay its debt. But since the future is unpredictable, these fragile bonds of trust may collapse because ‘ventures may fail, taxes cannot be collected, debts cannot be repaid’ (Ingham 2004: 132–3). Economic ‘decline’ can set in (‘depression’ is an emotional term disliked by today’s economic and political leaders). All economic decisions are made in an environment of uncertainty, with profound implications for our understanding of expectations about the future.And this fragile structure is bonded through trust between huge and remote organisations – an unlikely social bond, perhaps, in the hard-headed world of money althoughbond markets, for example, are one expression of this trust with global ramifications.
This chapter shows that trust is a primary emotion for coping with uncertainties about the intentions, honesty, ability and promises of officials managing large organisations in both private and public sectors. Corporate or state policies and lines of responsibility are extremely important in creating reputations for trust- worthiness, far more than personal trust. Moreover, however honest and capable, the inevitable lack of prescience among all parties is rarely acknowledged. In the private sector, decisions to lend, borrow and invest rely on trust and distrust towards those with whom they must deal: caution has unfortunately diminished. As the financial field is so large, so interdependent, these primary emotions have become institutionalised, otherwise the system could not operate as it does. Conventions (see page 33 below) and expectations like trust and distrust are the only ways to project financial futures as controllable so that board members can make decisions
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and corporations can act. Mere individuals, in contrast, have a vague confidence that banks and regulators will keep their trust relationships safe from dangers.
In asking how finance is emotional, I show the financial field as an irreducibly social world of impersonal and unavoidable emotions. I look at the field as a whole, rather than at individuals, mainly to see how emotions in finance were historically shaped and instituted in legal and corporate forms. Impersonal tech- niques of distrust were consolidated from the uncertainties inherent in dealing with strangers. This chapter briefly shows how personal feelings of distrust recorded by early capitalists and financiers led to the formation of impersonal trust-inducing strategies in surveillance organisations like accountancy firms and credit-rating agencies. The trust so created by the future-oriented financial world is unlike many familiar meanings of the word ‘trust’ because it underlies dry economic terms such as ‘interest’, ‘rationality’ and ‘expectation’, as we will see. Trust in the future is the basis of these seemingly rational terms. Behavioural finance (psychology) and rational actor models (the ‘rational economic man’, or REM) rarely emphasise how uncertainty differs from risk and probability, which I briefly compare. My focus is on ordinary actions among finance organisations, because wild moments where panic is obvious are the cumulative outcomes of routine decisions of trust or distrust in boardrooms of banks or central banks. This chapter, therefore, lays the groundwork for exploring interdependent emotions in finance.
E M O T I O N S I N T H E C O R E F I N A N C I A L S T R U C T U R E S
It is hard to underestimate the difficulties of moving beyond conventional accounts that focus on individual agents, even though the financial field primarily consists of the great banks and other major financial institutions. Orthodox economists see individual investors acting rationally in financial markets, independently cal- culating their risk preferences; when disaster occurs, it is merely because these masses have allegedly succumbed to fear and greed. But a more adequate theory would show how and why emotions function in the core structures of the financial world. Financial leaders explain booms and busts as due to ‘irrational exuberance’, implying an emotional crowd psychology. To orthodox economists, emotions are something apart from the ‘normal’ rational behaviour of economic activity.
Emotions are impulsive and unpredictable, and therefore embarrassing for posi- tivist REM models aiming for prediction (as we will see).
Orthodoxy makes light of uncertainty, or of any inherently unpredictable factor, because to do otherwise means admitting that rational interpretation of informa- tion is unreliable and emotions like trust are required. What kind of trust, it may be asked. Financial activities are far more future-oriented than most. Consider an orchestra or a construction team: their primary aim is to do the present task as well as possible. In finance the present task, as in all forecasting, is to guess the future ‘well’, a difficulty, as Keynes said (1937: 214), because compared to the unpredictability of finance, the weather is ‘only moderately uncertain’. Future- oriented emotions are intrinsic to economic decisions because organisations must
neutralise uncertainty in order to act. The kind of trust or distrust involved is therefore not a personal disposition to be trusting or fearful but is strategic: a watchful suspicion is a standard operating procedure before decisions. It switches between trust and distrust according to evidence which only the future validates or not. Because the future-orientation is so stark in finance, expectations must be formed about an unknown future of potential, if actively chosen, losses or gains.
Only trust or distrust can neutralise the lack of future evidence and provide a semblance of rationality to calculations necessarily based on past evidence. Indeed, even in politics, renowned for its mendacity and viciousness, the complete lack of knowledge about future electoral outcomes is openly acknowledged, whereupon the losing leader is often in tears.
Historians show how various emotions have played an important role in the business cycle. Charles Kindleberger, who has tirelessly recorded the thousands of panics and crashes in 300 years of modern financial history, complains how ortho- doxy dismisses his work as merely anecdotal (1989: 243). He uses an ‘irrational exuberance’ thesis, where emotions are absent in stable times. Manias are like a
‘virus’ infecting a healthy financial world (1989: 248). For Keynes, ‘animal spirits’
are irrational, but in stressing uncertainty he argues that private investment relies mainly on animal spirits and the convention of extrapolating the past into the future, whether in unstable or apparently calm times.
Walter Bagehot, famous London banker and editor ofThe Economist, saw the entire business cycle in emotional terms. In asking ‘Why Lombard Street Is Often Very Dull, and Sometimes Extremely Excited’, he saidtrustexplained the behaviour on London’s money markets (Bagehot 1962 [1873]: 61). Bagehot wanted a stronger central bank as a necessary trust organisation, as we saw in Chapter 1. His reference is not to crowd emotions but to ‘foolish banks’ and the public responsibility of the Bank of England, because he rightly holds organisations accountable for their decisions. The so-called mass crowds and herd panics, or the ‘contagions’ of depositors demanding their money, are, rather, the result of mistaken organisational decisions, understandable lack of prescience or lack of caution by banks in facing the unknown. Consider, likewise, this headline in 2003: ‘It wasn’t our fault: the rating agencies’ defence’, after Standard & Poor’s and Moody’s were criticised for ‘being asleep on the job’ over record global corporate debt defaults, collapsed insurers and ‘too late’ downgrades (from America’s Enron company to Australia’s HIH insurance firm). The headline describes a structure of trust in credit ratings (triple A to D for default), an interactive relation of trust between diverse organisations which are remote or socially distant. There are no face-to-face relations involved when organisations trust credit-raters’ published grades on the creditworthiness of nation-states or corporations and, more importantly, these grades cannot be prescient. S&P’s representative will ‘cheerfully’ admit (afterwards) that it has no
‘crystal ball’ (Baker 2003).
‘Credibility’, a well-used term in finance, is less commonly framed as an indi- vidual issue only. Credibility obviously pertains to organisational trustworthiness, future predictability or, literally, believability. All these emotions (trust, distrust, the expectation or anticipation of credibility) give often unnoticedfeelings of control
over the futureto decision-makers, and foster anesprit de corpswhen an organisa- tion has reached a decision. Individuals in such situations experience physiological symptoms: when adrenalin makes a fear felt, when shame causes blushing, or when ‘oxytocin rushes’ are generated by others’ show of trust, orlove. But love or shame are wrongly assumed to be more emotional than trust. Hormone research on oxytocin suggests it produces ‘lust and trust’ in those on whom either trust or love is bestowed (Grimes 2003). These are relationships driven by obsessively future-oriented expectations about whether promises will be kept (‘she loves me, she loves me not’) and, in financial decisions, enabling a fraught leap into uncertain circumstances. Dithering or outward anxiety is unforgivable in these environments, as we will see. Finance emotions do not arise from individual feelings. Trust and distrust are social emotions constituted within and between powerful organisations for rationally coping with the unknown in decision processes, later ‘felt’ as emotions by individuals or groups of them. Futures cannot even be imagined without these neurologically based emotions (Damasio 1994).
Orthodox economics (rationality) or psychology (irrational emotions) only focus on individuals. Behavioural psychology in financeargues that emotions lead to mistakes in calculating probability and therefore to irrational judgements. Innate predispositions and emotional tendencies are said to ‘reside’ in particular or stereo- typical individuals. This is true, but only if one focuses on individuals. Ideas of ‘herding’ or ‘irrational exuberance’ are imputations about statistically average individuals in collective or specific groups (often patronising and unproven, such as ‘mum and dad’ investors). They cannot explain social phenomena like trust- worthiness or credibility. Way beyond individuals are the social relations of a complex field of financial firms, central banks and global pension funds facing the unknown, which they can only manage through specific, requisite emotions which drive their guesswork. Both neo-classical economics and behavioural finance ignore the interactive, socially constituted nature of corporate strategies and how even the best-laid schemes go wrong (Oatley 1992: 162). This, in a financial world seeking unattainable certainty, is what no one wants to hear.
T R U S T A N D D I S T R U S T I N T H E I M P E R S O N A L W O R L D
As I have argued, the mighty corporation was neglected across the social sciences after the 1970s. The preferred objects of study became markets and an allegedly new ‘information society’ (a term popularised by Daniel Bell between his ‘post- industrial society’, Marshall McLuhan’s ‘Gutenberg Galaxy’ and the later ‘globali- sation’). These once-fashionable terms avoided not only the obvious – governments and corporations – but also the continuous expansion of specifically modern forms of social relationships and integration, as Craig Calhoun rightly argues (1992). Of course, increasingly large-scale markets are another continuity in modernity, but so too are the abstract developments ofindirectrelations between impersonal cor- porations. These developments are indisputably the defining difference between today’s modern social life and early modernity. Indirect, remote relationships of individuals to these vast organisations are nearly always controlled from afar by the
corporation or faceless bureaucracy: we are integrated through our plastic cards to a bank; our personal credit or employee details are subject to re-analysis by a central administration against whom we may need an ombudsman to correct the record. These are relationships against which lone individuals may complain or from which they may exit, but often at great cost and always with ‘please hold the line’.
This does not mean that any of us are beyond personal, face-to-face relations, simply that modern life is not explained by such direct, two-way relationships.
Personal ties are the stuff of everyday life, partly as continuities from pre-modern traditions. Yet today’s ‘primary’, intimate ties are submerged by, and often sen- timentalised in defiance of, the corporations and bureaucracies which are over- whelmingly dominant in the world. We seek recognition in our primary and our secondary relations too, say at workplaces or in voluntary associations, but as lone individuals we are acknowledged by organisations only by number, rank or in aggregate, if armed with effective demand like cash. By looking at organisa- tions rather than persons, my analysis moves beyond conventional preoccupations which personalise a firm in its leader and see ‘markets’ everywhere else. Indeed, the impersonal, indirect relationships between firms and/or bureaucracies is as likely to be symmetrical and certainly as two-way as those very different face- to-face relations between individuals (Pixley 1997, 1999a). Many find this focus difficult, mainly because laws and theories explaining these corporate innovations were based on a time when trust organisations and fiduciary (trust) laws were emerging. Early forms of legal trust were so much part of a ‘personal’ and face-to- face world that the bourgeois brothers’ name was the capitalist firm or bank (Baring Brothers or Salomon Brothers). Today, however, very similar laws and trust entities define indirect relationships among impersonal corporations, family names rarely surviving.
During the 20th century, corporations became oligopolies autocratically man- aged for growth, their names memorable because of their longevity, not their relatively obscure ‘managing director’ – another pass´e term. As well, the era of currency regulation was one where stock exchanges generally focused on domestic firms, built to last and provide steady dividends. And firms were, at least, largely free of the uncertainties from volatile currency movements and so forth. After the 1970s, redefinitions occurred, with oligopolies construed as mere agents to principals: the idea that management is only there to increase shareholder value is almost taken for granted today. This is what the ‘financialisation of life’ is about.
But although firms and banks must aim at stock values alone, the vast bulk of large corporationsremainoligopolies with no personal owners. Modern corporations have extraordinary legal and informal powers beyond any ‘natural person’, yet they claim legal ‘person’ status as well. The asymmetry between actual ‘natural persons’
and investment banks or corporations is extreme. When control is relatively certain, such asymmetry hardly needs trust.
Why and how is trust involved? Agent–principal relations of trust arose from distrust over a myriad uncertainties facing early capitalist firms. The early modern
‘fiduciary’ (trustee) was a semi-stranger delegated to manage a firm, entrusted by another stranger, an owner with a face: a network of semi-strangers produced
trust out of distrust. Fiduciary laws are modernity’s first responses to coping with economic strangers – fleeting but still relatively face-to-face ‘secondary’ relations.
Modern corporate law defines a firm’s existence as a fiduciary one, that is, one based on trust. Corporations do not exist in order to employ people but because
‘others entrust it with their money’ (Stinchcombe 1990: 201). Fiduciary arrange- ments in corporate law are moral obligations to other categories – usually creditors first, shareholders second, and excluding employees and historically customers too.
The specific ‘impersonal’ emotion of a fiduciary relationship is trust, as fiduciaries are legally authorised to act on behalf of others, and trusted to safeguard others’
interests without benefiting improperly from their duty of care. What all this means needs unravelling.
For a start, what are the uncertainties and insecurities of shareholders that require trust? If we look back briefly, they may seem the same as when owners first delegated management and entrepreneurial investment decisions to strangers. Yet that classic separation of ownership from control is of a completely different order today. These fiduciary relations emerged when capitalist enterprises ceased to be owner-managed. How could an owner delegate to a manager? Today, millions own abstract parcels of rights and stocks far removed from corporate ownership, but originally fiduciary laws were formulated individually.
Owner-managed firms were driven by debt obligations and competition. Cap- italist enterprises had to seek new profit-making chances continuously, or ‘be doomed to extinction’ (Weber 1976: 17). In this way, specific emotions were institutionalised in the owner-person: optimism, envy, fear of bankruptcy, and the aggressive pursuit of profit. But if owners delegate to a mere manager, how can their own firm’s survival through relentless pursuit drive such a person? In capitalism’s early days, the transition from owner management was bitterly opposed and fraught with trust problems. Delegation to managers involved the creation of impersonal trust organisations, rules and legislation, because owners’ trust was inspired by distrust.
In his interpretation of the rise in modern management in early modern Britain, Sidney Pollard (1965) emphasises what became, in effect, impersonal relations of distrust. Lynn Zucker (1986) explores the institutional production of trust in 19th- century America. The result was, for example, credit-raters to assess trustworthiness of borrowers, insurance to spread perceived vulnerability of uncertain, potential losses, and ‘anti-trust’ legislation to deter collusion among firms.
‘Bitter experience’ of British entrepreneurs and fashionable economic theories of the 18th century fostered a hard view among owners that ‘large-scale management was to be avoided at all costs’ (Pollard 1965: 12). However surprising it may seem today, a consensus among owners then was that managers could not be trusted with any delegated responsibility or power. Adam Smith was a firm opponent of joint- stock companies because directors, ‘being the managers of other people’s money’, were likely to be less vigilant; unless a company undertook only simple and routine procedures, ‘negligence and profusion’ were virtually inevitable (cited Pollard 1965:
12–13). In a similar development of distrust as when banks used (or misused) the money of others, joint-stock companies seemed, overwhelmingly to owners
and creditors, to give rise to mismanagement. This included fraud, dishonesty and personal enrichment by managers: ‘Fees, Sweetnings’ and ‘Pickings’ by their dependants, wastefulness and a ‘tendency to invest in status, power or influence rather than productive equipment’ (1965: 13–14).
Pollard’s words might be describing yesterday’s headlines, but these former direct relations with strangers are now indirect and abstract. ‘The wonder was that there should be a body of men willing to invest in [companies] in each new generation, rather than that the public should distrust their managers’ (1965: 14). Creditors, of course, fearing defaults, distrusted governments and banks. In Britain, joint-stock scandals as early as 1698 of ‘frauds, embezzlements and high-handed disregard of the share-holders’ interests’ (1965: 19) continued well into the 19th century.
Pollard cites abundant examples of ‘over-expansion, faulty capitalization’, and ‘dis- honest, absconding or alcoholic managers’ (1965: 20–1). These experiences, he says, inspired economic theories that ‘self-interest was the only possible driving force’. But we may ask whose interests, vulnerabilities and greed were imputed – those of owners or managers? Such recorded debates about personal distrust led to the theory that joint-stock companies sought profit through monopoly (control over prices), which harms the ‘public interest’ (consumers), rather than ‘efficiency’
(economies of scale with competition) – that is, cheap prices and more tacitly, high dividends for owners (rentiers). This legacy fostered theories that indirect administration of large companies invited fraud and laziness, which harms ‘own- ers’ (Pollard 1965: 21). Such theories are behind today’s neo-classical economics, agency theory in particular, and behind many contemporary national and global policies. Likewise the rise of capital markets such as stock exchanges, according to Benjamin Friedman (1987: 73), is largely because they perform private ownership functions of attempting to assess the future value and to spread the vulnerabilities of stocks and other capital assets.
If distrustful feelings were common among owners, Pollard argues that they were
‘a serious libel on the newly rising profession of industrial managers’ (1965: 22).
Distrust was socially constructed and often inaccurate, yet became institutionalised at the organisational peak. And, just as central banks became the ultimate trustees of banks almost inadvertently after catastrophic bank runs (Chapter 1), accounting procedures to produce trustworthy agent–principal relations were also cobbled together, from old master–steward and merchant laws. Managers – agents of owners – wanted accountants to meet managerial hopes for ‘certainty’, for powers of control over the whole (unruly) firm and for ‘rational’ decision-making (Pollard 1965: 209). Owners aimed to control their managers from a distance through accountants.
Merchants depended on agents to be honest and capable, and used double-entry bookkeeping accounts to answer the question ‘Am I being cheated?’ (Carruthers &
Espeland 1991: 43). Intentional lies and fraud were nothing to the uncertainties of later industrial companies. Manufacturers faced acute problems in guessing future income from existing fixed investment, let alone proposed new ventures (Pollard 1965: 220). The Joint Stock Companies Acts (of 1844 and 1868) and the 1900 Companies Act in Britain expanded the audience to the state: ‘Accounts