Consumer Processing of Online Trust Signals: A Neuroimaging Study

Autor:	Luis-Alberto Casado-Aranda, Juan Sánchez-Fernández, Angelika Dimoka
Rok vydání:	2019
Předmět:	Marketing Distrust business.industry media_common.quotation_subject 05 social sciences Applied psychology Negativity effect Ambiguity Trustworthiness Neuroimaging Functional neuroimaging 0502 economics and business 050211 marketing The Internet Business and International Management business Psychology 050203 business & management Information exchange media_common
Zdroj:	Journal of Interactive Marketing. 47:159-180
ISSN:	1094-9968
Popis:	The growth of online transactions coupled with the worldwide expansion of Internet-based information exchange has triggered fear, distrust and risk among online consumers. Despite the well-proven benefits to retailers when they include assurance services (online trust signals) such as seals of approval, rating systems or assurance statements in their websites, there is no consensus as the most trustworthy type. To fill this research gap, the current study reverts to neuroscience (fMRI) to compare the underlying brain mechanisms linked to each type. Twenty-nine subjects participated in an experiment simulating a low-involvement online purchase. The functional neuroimaging analysis reveals that seals of approval are the most trustworthy as they elicit activation of brain areas linked to reward and expected values. Although assurance statements reveal lower scores of trust than seals of approval, they do not arouse negative brain areas. By contrast, products accompanied by rating systems elicit brain areas linked to ambiguity, negativity and risk. Interestingly, more positive trust and purchase intentions toward seals of approval were predicted by the activation of value-computation areas, whereas higher scores of risk associated with rating systems were predicted by negative-related activations. These results offer invaluable insight into the psychological origin of trust conveyed to different types of online trust signals.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::cc9b2b8159a13a35bade1d8b39fc746a https://doi.org/10.1016/j.intmar.2019.02.006 Zobrazit plný text záznamu Full Text from ScienceDirect Plný text ve formátu PDF Plný text ve formátu HTML
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