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Website credibility and intervention effectiveness

Website credibility and intervention effectiveness

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

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  • Thomas Nind
  • Jeremy Wyatt
  • Ian Ricketts
  • Paul McPate
  • Joseph Liu

Research units


Original languageEnglish
Title of host publicationProceedings of the Symposium Persuasive Technology and Digital Behaviour Intervention Symposium
Subtitle of host publicationa symposium at the AISB 2009 Convention (6-9 April 2009) Heriot-Watt University, Edinburgh, Scotland
PublisherSociety for the Study of Artificial Intelligence and Simulation of Behaviour
Number of pages4
ISBN (Print)1902956745
StatePublished - 2009


ConferenceAISB 2009 Convention Adaptive and Emergent Behaviour and Complex Systems: Persuasive Technology and Digital Behaviour Intervention Symposium
Abbreviated titleAISB 2009
CountryUnited Kingdom
Internet address


Credibility is closely related to trustfulness, reliability, accuracy, authority, bias and quality. There is a strong correlation between credibility of content and its believability [1,2]. Previous studies have identified a number of features impacting on users' assessments of website credibility. In our study, a randomized controlled experiment was carried out with 92 students to investigate the effect of high and low credibility in a website promoting healthy living on the user's behaviour and attitude to exercise. Students allocated to the credible version of the website used it for significantly longer. We believe this demonstrates the importance of designing credible interventions in order to maximise participant exposure.

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