TY - JOUR
AU - Oeldorf-Hirsch, Anne
AB -  CHI 2009 ~ Spotlight on Works in Progress ~ Session 2 April 4-9, 2009 ~ Boston, MA, USA Authority vs. Peer: How Interface Cues Influence Users S. Shyam Sundar Media Effects Research Laboratory The Pennsylvania State University 212 Carnegie Building University Park, PA 16802 USA sss12@psu.edu Qian Xu Media Effects Research Laboratory The Pennsylvania State University 115 Carnegie Building University Park, PA 16802 USA qux100@psu.edu Anne Oeldorf-Hirsch Media Effects Research Laboratory The Pennsylvania State University 115 Carnegie Building University Park, PA 16802 USA anneo@psu.edu Abstract From the most e-mailed stories of the day to the most favorite stocks of the week, Web interfaces are rife with cues conveying other users ™ ratings and reviews of products and services. Do these peer opinions indeed affect our decisions? And if so, are they as strong in their impact as cues conveying authority/expertise (i.e., high source credibility)? We explored these questions through an experiment (N = 243) guided by the heuristic-systematic model in social psychology. Bandwagon/peer cues are generally more persuasive, but when they are inconsistent, the authority cue influences decisions. In general, task involvement promotes systematic processing of these cues. Interestingly, we found no difference in perceived authority between CNET 
TI - Authority vs. peer: how interface cues influence users
DA - 2009-04-04
UR - https://www.deepdyve.com/lp/association-for-computing-machinery/authority-vs-peer-how-interface-cues-influence-users-DRlTip2nOU
DP - DeepDyve
ER -