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What is the price of trust? Or, to put the question another way, what is the cost of becoming known for doing things that don’t match your words? To put a number on that, Tony Simons, a management professor at Cornell, took an unusually detailed look inside the hotel industry. In 1999, Simons and a fellow-researcher, Judi McLean Parks, interviewed employees at seventy-six Holiday Inn hotels in the United States and Canada.