Kunkel, Johannes; Donkers, Tim; Barbu, Catalin-Mihai; Ziegler, Jürgen:
Trust-Related Effects of Expertise and Similarity Cues in Human-Generated Recommendations
In: Joint Proceedings of the ACM IUI 2018 Workshops / Said, Alan; Komatsu, Takanori (Eds.). - Workshops on the 23rd ACM Conference on Intelligent User Interfaces (ACM IUI 2018), 11 March 2018, Tokyo, Japan - Aachen: RWTH Aachen, 2018 - (CEUR Workshop Proceedings ; 2068)
2018book article/chapter in ProceedingsOA Gold
Computer ScienceFaculty of Engineering » Computer Science and Applied Cognitive Science » Computer Science » Interactive Systems
Title in English:
Trust-Related Effects of Expertise and Similarity Cues in Human-Generated Recommendations
Author:
Kunkel, JohannesLSF; Donkers, TimLSF; Barbu, Catalin-MihaiLSF; Ziegler, JürgenLSF
Open Access?:
OA Gold
Note::
OA platinum
Language of text:
English

Abstract in English:

A user’s trust in recommendations plays a central role in the acceptance or rejection of a recommendation. One factor that influences trust is the source of the recommendations. In this paper we describe an empirical study that investigates the trust-related influence of social presence arising in two scenarios: human-generated recommendations and automated recommending. We further compare visual cues indicating the expertise of a human recommendation source and its similarity with the target user, and evaluate their influence on trust. Our analysis indicates that even subtle visual cues can signal expertise and similarity effectively, thus influencing a user’s trust in recommendations. These findings suggest that automated recommender systems could benefit from the inclusion of social components—especially when conveying characteristics of the recommendation source. Thus, more informative and persuasive recommendation interfaces may be designed using such a mixed approach.