Riegelsberger, J; Sasse, MA; McCarthy, JD; (2006) Rich Media, Poor Judgement? A Study of Media Effects on Users’ Trust in Expertise. In: McEwan, T and Gulliksen, J and Benyon, D, (eds.) People and Computers XIX - The Bigger Picture. (pp. 267 - 284). Springer: UK, London.

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Abstract

In this paper, we investigate how interpersonal cues of expertise affect trust in different media representations. Based on a review of previous research, richer representations could lead either to a positive media bias (P1) or increased sensitivity for cues of expertise (P2). In a laboratory study, we presented 160 participants with two advisors - one represented by text-only; the other represented by one of four alternate formats: video, audio, avatar, orphoto+text. Unknown to the participants, one was an expert (i.e. trained) and the other was a non-expert (i.e. untrained). We observed participants' advice seeking and advice uptake to infer their sensitivity to correct advice in a situation of financial risk. We found that most participants preferred seeking advice from the expert, but we also found a tendency for seeking audio and in particular video advice. Users' self-reports indicate that they believed that video in particular would give them the most detailed insight into expertise. Data for advice uptake, however, showed that all media representation, including text-only, resulted in good sensitivity to correct advice.

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