Intuitive versus analytical decision making modulates trust in e-commerce

Abstract

The hypothesis That intuition and analytical processes affect differently trust in e-commerce was ... tested. Participants were offered a series of products by sellers on the Internet. In the condition intuitive pictures of the sellers were Followed by neutral descriptions and participants had less time to decide Whether to trust the seller. In the analytical condition participants were given an informative description of the seller and had a longer time to decide. Interactions among condition, price and trust Emerged in behavioral and psychophysiological responses. EMG signals during increased At analytical processing, suggesting a cognitive effort, Whereas higher cardiovascular Measures mirrored the emotional involvement When faced to untrustworthy sellers. The study supported the fruitful application of the intuitive vs. analytical approach to e-commerce and of the combination of different sources of information about the buyers while they have to choose to trust the seller in a financial transaction over the Internet.