Prominence-Interpretation Theory in Website Credibility (pdf):
“When people evaluate website credibility, they do two things repeatedly. First, users notice some element (“prominence”), such as the website’s visual design. Next, users make a judgment about what they’ve noticed (“interpretation”). People repeat these two steps for different website elements to reach an overall credibility assessment.
Prominence X Interpretation = Credibility Impact
Prominence-Interpretation Theory in Website Credibility (pdf): …
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