May 2017
Intermediate to advanced
1280 pages
94h 8m
English
This chapter focuses on identity manipulation tactics in email and Web pages. It describes the effects of features ranging from URL plausibility to trust endorsement graphics on a population of 398 subjects. The experiment presents these trust indicators in a variety of stimuli, since reactions vary according to context. In addition to testing specific features, the test gauges the potential of a tactic that spoofs third-party contractors rather than a brand itself. The results show that indeed graphic design can change authenticity evaluations and that its impact varies ...
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