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Web credibility research: a method for online experiments and early study results

Through iterative design and testing, we developed a procedure for conducting online experiments. Using this research method, we conducted two recent studies on Web credibility. The data from the first study suggest that Web banner ads reduce the perceived credibility of a Web page's content. The data from the second study show that attribution elements--in this case, author photographs--can also affect the credibility of Web content. This research method and our early results have implications for both HCI researchers and Web site designers.