Face it - photos don't make a web site trustworthy

  • Authors:
  • Jens Riegelsberger;M. Angela Sasse

  • Affiliations:
  • University College London, London, UK;University College London, London, UK

  • Venue:
  • CHI '02 Extended Abstracts on Human Factors in Computing Systems
  • Year:
  • 2002

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Abstract

Use of staff photographs is frequently advocated as a means of increasing customer confidence in an e-shop. However, these claims are not conceptually or empirically grounded. In this paper we describe a qualitative study, which elicited customer reactions towards an e-commerce site that displayed staff photographs and links to richer media. The results suggest that employing social and affective cues, particularly in the form of photos, can be a risky strategy. To be effective they should be combined with functionality and targeted specifically at the user types we identified.