Web Credibility Fogg Slides
<p>Jun 07, 2011 11:09 PM
 
creators  want  websites with optimal levels of credibility
 
consumers... what to believe on the Web... aka info quality
 
CREDIBILIT =
 
Truthful, unbiased, trustworthy, good, honest   TRUSTWORTHY
 
-   EXPERTISE =  experienced, intelligent, powerful, knowledgeable => perceived credibility
 
Note:  Update your site's content often...  people assign more credibility to sties that show
they've been recently updated.
 
If possible, avoid ads on your site...  use restraint with promotional content.
 
2600 comments;  most were abt  DESIGN LOOK (not content)
info design,  info focus,  company motive,  usefulness and accuracy,  name recog and reputation.
 
People Eval of web site credibiltiy:
SIMPLE PROSE  many charts and tables
 
Example  Health websites in study
 
eg NIH website...  lack of marketing makes it more credible;  important,  professional
no ulterior motives;  vocab seems to come from an expert
 
as opposed to Thriveonline...  too many ads,  greeting cards,  pop-ups... no sources  etc.
 
BJ Fogg  P-I Theory = Prominence Interpretation Thy
 
PROMINENCE =  what THINGS DID PEOPLE NOTICE
 
INTERPRETATION =  what  ABSTRACT judgments they made abt website elements
 
KEY SLIDE =  SLIDE 47  Prominence-Interpretation Theory
 
1)  person must first notice something  and then
2)  decide the value or meaning of that element  (good or bad  (useful or repugnant etc)  =
 
credibility impact
 
Fogg's Maxim for Credible Design
 
To Increase the credibility impact of a website, find what elements your target audience inperprets most
favorably and make those elements most prominent.
 
$ types of credibility:  presumed,  reputed, surface, earned
 
Presumed   we believe them b/c of genl assumptions we  hold.
 
decreases credibility:  domain has .org
info is constantly updated
international brand name
 
decr cred  aol domain name;  rarely update,  unknown brand
 
REPUTED cred...  reference from a 3rd party
 
your doc refferred u to this site;  it won an awared;  an authorative site links to it;
reverse:  a political group y don't like endorse it.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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