Make It Short and Easy: Username Complexity Determines Trustworthiness Above and Beyond Objective Reputation.

ABSTRACT: Can the mere name of a seller determine his trustworthiness in the eye of the consumer? In 10 studies (total N = 608) we explored username complexity and trustworthiness of eBay seller profiles. Name complexity was manipulated through variations in username pronounceability and length. These dimensions had strong, independent effects on trustworthiness, with sellers with easy-to-pronounce or short usernames being rated as more trustworthy than sellers with difficult-to-pronounce or long usernames, respectively. Both effects were repeatedly found even when objective information about seller reputation was available. We hypothesized the effect of name complexity on trustworthiness to be based on the experience of high vs. low processing fluency, with little awareness of the underlying

SUBMITTER: Silva RR 

PROVIDER: S-EPMC5742175 | biostudies-literature | 2017

REPOSITORIES: biostudies-literature