Activity 1 requires snapshots of each type of credibility.
The first type of credibility is presumed. Presumed credibility relates to general assumptions that are in the mind of the perceiver. This is meaning that the perceiver makes assumptions about the credibility of a website, and according to www.globalspec.com, websites that end in .org are generally presumed credible as they commonly represent non-profit organisations. (“Presumed credibility,” 1999).
The Red Cross is a non-profit organisations that aids in helping those in need. It provides a lot of information in regards to donating blood, working with the Red Cross, what the Red Cross do, making a difference, and it also provides reputable contact information, links and localities. Viewers make assumptions about the credibility of this website because of the name, the reputation of the company and the credibility of it is based on assumptions about the company in the users mind.
(www.redcross.org, 2009)
Then there is surface credibility, which is the initial experience that someone gets from looking at a website. It’s the surface preview one receives. Surface credibility is based on first impressions (“Presumed credibility, 1999) and a site that looks professionally designed represents this. Here is an example.
Heyder and Shears is a catering company with a professionally designed web site that upon first appearance intrigues the viewer and creates a good initial preview. It gives off a good first impression and reflects professionalism and sophistication.
(www.heyderandshears.com, 2009).
Next is reputed credibility, which consists of third party endorsements. Reputed credibility occurs when a website is referred by someone, via word of mouth, for example, or via links. “Third party endorsements, especially from respected sources, boost perceptions of credibility of computing technology.” (Foggs, 2003, p. 136).
This website is an example of a website which holds reputed credibility. It won Design Agency of the year in 2008 and is nominated again for 2009, which makes the site appear credible via third party endorsements like nominations. Here is a screen shot.
(www.f-i.com, 2009).
The fourth type of credibility is the one which is hardest to achieve: earned credibility. This is the firsthand experience one receives that extends over time. (2003, p. 133). “When earned credibility is high, people are likely to spend more time at the site, visit it more often, make repeated purchases (if it is an e-commerce site), tell others about it, and be open to persuasion techniques the site uses.” (Foggs, 2003, p. 170). It is the most powerful of the credibilities. According to www.slideshare.net, a quick response to a customers questions and queries affects earned credibility. (“Earned credibility”, 2009).
Bamboozle is a bamboo flooring company, and their website has earned credibility thanks to links to FAQs as well as to reputable links, contact information, a page for quote requests and information, and their feedback time is efficient and quick.
(www.itsbamboo.com, 2007).
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