Universität zu Köln

Silva, Rita R. ORCID: 0000-0003-3370-295X and Topolinski, Sascha ORCID: 0000-0001-9295-3463 (2018). My username is IN! The influence of inward vs. outward wandering usernames on judgments of online seller trustworthiness. Psychol. Mark., 35 (4). S. 307 - 320. HOBOKEN: WILEY. ISSN 1520-6793

Full text not available from this repository.

Abstract

Previous research showed that words for which the consonant articulation spots wander from the front of the mouth to the back (e.g., EPOK; inward) are preferred over words with the reversed sequence (e.g., EKOP; outward). In the present research, we extended this effect to judgments of online seller trustworthiness and choice of transaction partners. In seven experiments in the context of the online auction market eBay, we show that the mere use of inward compared to outward usernames increases the level of trustworthiness ascribed to online sellers (Experiments 1A, 1B, 2, 4A, 4B) and the likelihood that a seller is chosen for the economic transaction (Experiment 5). As a boundary condition, this effect is reduced when diagnostic information about the seller's reputation is introduced (Experiment 3). We discuss these results in terms of their practical implications for marketing strategies of online sellers and in terms of their relation to research on interpersonal trust.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Silva, Rita R. UNSPECIFIED orcid.org/0000-0003-3370-295X UNSPECIFIED Topolinski, Sascha UNSPECIFIED orcid.org/0000-0001-9295-3463 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-192193
DOI:	10.1002/mar.21088
Journal or Publication Title:	Psychol. Mark.
Volume:	35
Number:	4
Page Range:	S. 307 - 320
Date:	2018
Publisher:	WILEY
Place of Publication:	HOBOKEN
ISSN:	1520-6793
Language:	English
Faculty:	Faculty of Human Sciences Faculty of Management, Economy and Social Sciences
Divisions:	Faculty of Human Sciences > Department Psychologie Center of Excellence C-SEB
Subjects:	Psychology
Uncontrolled Keywords:	Keywords Language PHONETIC SYMBOLISM; INTEGRATIVE MODEL; BRAND-NAME; TRUST; FLUENCY; REPUTATION; ARTICULATION; MOVEMENTS; PRONUNCIATION; CREDIBILITY Multiple languages Business; Psychology, Applied Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/19219