What is the Function of Online Cues? Understanding Cognitive Heuristics as Reasons to Trust

• In Event: Applications and Theoretical Perspectives on the Role of Cognitive Heuristics in Forming Online Credibility Judgments

Abstract

Leading communications research discovered that users assess online credibility by relying on cognitive heuristics. These heuristics are initiated by set of cues. Depending on the author, cues are grouped according to formal criteria (content, language or design cues), user’s attitudes or the object of reference (author, message or website cues). After critically reviewing the overlaps and inconsistencies among most-known heuristic frameworks, function of the heuristics is examined. Throughout different established conceptualizations of credibility, heuristics are mostly understood as strategies to verify information. Based on a systems theory approach to trust, heuristics can be understood as reasons to trust. The function of trust lies in reducing complexity by making up for lack of information. Cues are used to legitimize trust by indicating the trustworthiness of a source not by checking the verity of the information sought after. A discussion of the advantages and disadvantages of conceptualizing heuristics as reasons to trust follows.

Authors

• Sevda Can Arslan, University of Mannheim

• Matthias Kohring, U of Mannheim