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Only 1 room left : do you believe it? - The role of website design and skepticism towards advertising in trustworthiness of scarcity and social proof principles.

Meijerink, N. (2021) Only 1 room left : do you believe it? - The role of website design and skepticism towards advertising in trustworthiness of scarcity and social proof principles.

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Abstract:This study addresses the role of website design and skepticism towards advertising on the trustworthiness of scarcity and social proof principles. Current studies on persuasive principles mainly focus on the factors that play a role in the effectiveness of persuasive messages, but do not consider the trustworthiness of these messages. This study examines the trustworthiness of two of Cialdini's following principles of persuasion, namely: scarcity and social proof. The study was conducted in the context of an online travel agent website, a place where these types of tactics are often used. A 3 (website design: graphic design, control condition, social cue design) x 2 (skepticism towards advertising: low, high) study was conducted among 202 participants. The results indicate that website design does play a role in the trustworthiness (and appreciation) of scarcity and social proof principles, but only when skepticism towards advertising is also taken into account. This interaction effect also applies to perceived use of sales techniques. In addition, the research shows that skepticism towards advertising has an effect on (1) trustworthiness- and (2) appreciation of scarcity and social proof principles, (3) encouragement to book, (4) online trust, (5) purchase intention, (6) perceived risk and (7) website evaluation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86336
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