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How heuristic credibility cues affect credibility judgments and decisions.

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Online health forum users rely on author expertise and peer ratings to judge advice credibility. They may choose less useful information if it appears more credible, balancing utility against perceived trustworthiness.

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Area of Science:

  • Psychology
  • Human-Computer Interaction
  • Information Science

Background:

  • Online health forums are crucial for information exchange.
  • Credibility judgments are vital for decision-making in online environments.
  • Heuristic cues significantly influence user perceptions of information credibility.

Purpose of the Study:

  • To examine how heuristic credibility cues (author expertise, peer reputation) impact credibility judgments.
  • To investigate the decision-making process when credibility and utility conflict.
  • To test predictions from Bayesian belief-updating and Prospect Theory models.

Main Methods:

  • Participants evaluated advice in a simulated online health forum with varying credibility cues.
  • Experiment 1 measured credibility judgments based on expertise and reputation ratings.
  • Experiment 2 analyzed choices between high-utility/low-credibility and low-utility/high-credibility options.

Main Results:

  • Credibility judgments increased with author expertise and supportive peer ratings.
  • Disconfirmatory ratings decreased credibility judgments.
  • Participants prioritized credibility over utility when a trade-off was necessary, especially with minimal utility loss.

Conclusions:

  • Heuristic cues like expertise and reputation strongly influence online credibility judgments.
  • Decision-making involves a trade-off between information utility and perceived credibility.
  • Credibility judgments mediate the influence of information on choices, aligning with theoretical models.