Building consumer trust online
Communications of the ACM
Credibility and computing technology
Communications of the ACM
Web credibility research: a method for online experiments and early study results
CHI '01 Extended Abstracts on Human Factors in Computing Systems
Persuasive Technology: Using Computers to Change What We Think and Do
Persuasive Technology: Using Computers to Change What We Think and Do
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 7 - Volume 7
An ethnographic, action-based approach to human experience in virtual environments
International Journal of Human-Computer Studies
How users reciprocate to computers: an experiment that demonstrates behavior change
CHI EA '97 CHI '97 Extended Abstracts on Human Factors in Computing Systems
Reciprocity: the golden rule of IS-user service relationship quality and cooperation
Communications of the ACM - Hacking and innovation
International Journal of Electronic Commerce
Behavior change support systems: a research model and agenda
PERSUASIVE'10 Proceedings of the 5th international conference on Persuasive Technology
Behavior wizard: a method for matching target behaviors with solutions
PERSUASIVE'10 Proceedings of the 5th international conference on Persuasive Technology
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This study compares the relative effectiveness of two different persuasive strategies embedded in the rationale of a website. The visitor is asked for his/her contact information either prior to or after having access to the guidelines for managing multimedia files offered by the site. Asking for personal data prior to access represents a reward strategy for obtaining such data. In contrast, asking for personal data after access represents a reciprocity strategy. In addition, the mediating effect of website features displaying "social proof" (such as visits counter) is explored. The analysis of the amount and type of contact information provided shows that a persuasive strategy based on reciprocity is more effective than one based on reward. Also, the presence of social proof features seems counterproductive when using a reciprocity strategy, while it seems to improve the visitors' compliance with the request when using a reward strategy. The results are discussed in terms of adequacy of the persuasive strategy to the specific website genre.