Can the mere name of a seller determine his trustworthiness in the eye of the consumer? In 10 studies (total N = 608) we explored username complexity and trustworthiness of eBay seller profiles. Name complexity was manipulated through variations in username pronounceability and length. These dimensions had strong, independent effects on trustworthiness, with sellers with easy-to-pronounce or short usernames being rated as more trustworthy than sellers with difficult-to-pronounce or long usernames, respectively. Both effects were repeatedly found even when objective information about seller reputation was available. We hypothesized the effect of name complexity on trustworthiness to be based on the experience of high vs. low processing fluency, with little awareness of the underlying process. Supporting this, participants could not correct for the impact of username complexity when explicitly asked to do so. Three alternative explanations based on attributions of the variations in name complexity to seller origin (ingroup vs. outgroup), username generation method (seller personal choice vs. computer algorithm) and age of the eBay profiles (10 years vs. 1 year) were tested and ruled out. Finally, we show that manipulating the ease of reading product descriptions instead of the sellers’ names also impacts the trust ascribed to the sellers.
Individuals automatically mimic a wide range of different behaviors, and such mimicking behavior has several social benefits. One of the landmark findings in the literature is that being mimicked increases liking for the mimicker. Research in cognitive neuroscience demonstrated that mentally simulating motor actions is neurophysiologically similar to engaging in these actions. Such research would predict that merely imagining being mimicked produces the same results as actually experiencing mimicry. To test this prediction, we conducted two experiments. In Experiment 1, being mimicked increased liking for the mimicker only when mimicry was directly experienced, but not when it was merely imagined. Experiment 2 replicated this finding within a high-powered online sample: merely imagining being mimicked does not produce the same effects as being actually mimicked. Theoretical and practical implications of these experiments are discussed.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.