First Impressions with Websites: The Effect of the Familiarity and Credibility of Corporate Logos on Perceived Consumer Swift Trust of Websites

  • Paul Benjamin Lowry
  • Tom L. Roberts
  • Trevor Higbee
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4553)


The current study extends theory related to the truth effect and mere-exposure effect by detailing how increased familiarity with third-party vendor logos will increase consumer short-term trust in unfamiliar websites, based on short-term impressions. The study uses a controlled 254-participant experiment. The results indicate that familiarity with a third-party logo positively impacts the credibility and short-term (swift) trust of an unfamiliar website. Additionally, the study finds that credibility of a third-party logo positively impacts the swift trust a visitor has in a website. Overall, the study concludes that both familiarity and credibility of third-party logos positively impacts swift trust in consumer websites, and familiarity has a positive impact on increasing credibility.


Truth Effect Consumer Trust Familiar Statement Trust Online Online Vendor 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Paul Benjamin Lowry
    • 1
  • Tom L. Roberts
    • 2
  • Trevor Higbee
    • 1
  1. 1.Information Systems Department, Brigham Young University 
  2. 2.Information Systems Department, Louisiana Tech University 

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