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The influence of visual complexity and prototypicality on credibility judgments of websites

Kuurstra, Jelmer (2013) The influence of visual complexity and prototypicality on credibility judgments of websites.

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Abstract:This study analyzes the influence of visual complexity (VC) and prototypicality (PT) as design factors of websites on credibility judgments about these websites. To do so, participants had to rate company websites (varying in VC and PT) on perceived credibility. 76 websites had to be rated, but for different presentation times (17 ms, 33 ms, 500 ms and 5000 ms). With increasing presentation time, credibility judgments get closer to the judgment of the 5000 ms condition, which was used as a reference condition. Results also reveal that namely PT influences the reference condition, indicating a role of visual features in the synthesis of credibility judgments of websites.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/64109
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