Trust

1
Trust

• Jason Chalecki

Usable Privacy and Security Spring 2006
2
Not much trust

• e-commerce sites
• 29 trust either "just about always" or "most of
  the time"
• 64 trust "only some of the time" or "never"
• consumer advice sites
• 33 trust
• 59 low levels of trust

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An online problem?

• small businesses
• 68 trust
• newspapers and television news
• 58 trust
• financial companies such as banks, insurance
  companies and stockbrokers
• 55 trust
• charities and other nonprofit organizations
• 54 trust
• federal government
• 47 trust at least most of the time

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From A Matter of Trust What Users Want From Web
Sites
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Lost or lacking trust

• Napster (2003)
• Very long pauses between songs. I dropped the
  service and havent been back, even though, when
  it worked, I loved it.
• Jakob Nielsen (Alertbox 1999)
• Would probably love the eFax service, but didnt
  sign up because he would be locked in.
• Amazon.com (1999)
• They admitted that many favorable reviews had
  been paid for
• But the flawed policy was terminated and the
  damage to the customer relationship was mended by
  an offer to refund any purchase that had been
  based on a paid recommendation.

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Trust is fundamental to security

• Lack of trust results in systems being ill-used
  or used not at all
• Lack of understanding of trust results in wrong
  decisions or no decisions
• Too much trust can be more dangerous than too
  little
• E.g. I can open any file attachment because I run
  anti-virus software

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Fundamental questions

• How to reliably represent trust in different
  interactions and interfaces
• How to transform trust-based decisions into
  security decisions while maintaining the meaning
  of the trust-based decisions
• What are the building blocks of trust
• How is trust fallible
• How can trusts fallibility be addressed

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Definition

• assured reliance on the character, ability,
  strength, or truth of someone or something
  (Merriam-Webster)
• Concerns a positive expectation regarding the
  behavior of somebody or something in a situation
  that entails risk to the trusting party (Patrick,
  Briggs, and Marsh)

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Layers

• Dispositional trust
• Psychological disposition or personality trait to
  be trusting or not
• Learned trust
• A persons general tendency to trust, or not to
  trust, as a result of experience
• Situational trust
• Basic tendencies are adjusted in response to
  situational cues

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Granularity

• I trust you
• I trust you this much
• I trust you this much to do this thing

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Another axis

• Hard trust
• technology
• Soft trust
• social

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Processing strategies

• Heuristic approach making quick judgments from
  the obvious information
• Systematic approach involving detailed analysis
  of information

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Credibility

• How is this different than trust?

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Credibility

• How is this different than trust?
• Credibility is believability
• Trust is dependability

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Credibility and Computing Technology

• Four Types of Credibility
• Presumed credibility.
• Reputed credibility.
• Surface credibility.
• Experienced credibility.

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Presumed credibility

• Belief based on general assumptions

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Reputed credibility

• Belief based on third-party reports

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Surface credibility

• Belief based on simple inspection

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Experienced credibility

• Belief based on ones own experience

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Credibility and Computing Technology

• Four Types of Credibility
• Presumed credibility.
• Reputed credibility.
• Surface credibility.
• Experienced credibility.
• How do these relate to the layers of trust?

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Judgments of credibility

• Prominence
• Involvement of the user
• Topic of the web site
• Nature of the users task
• Users experience
• Individual differences
• Interpretation
• Assumptions in a users mind
• Skills and knowledge possessed by user
• Context for the user

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Time

• Initial trust
• Interactions
• Long-term trusted relationship

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Trustworthiness

• Ability
• Capacity to keep promises
• Integrity
• Actually keeping promises
• Benevolence
• Acting in anothers best interest

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Bhattacherjees Model



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Lee, Kim, Moons Model




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-
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Corritores Model
Perception of
External Factors
Trust
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Eggers Model (revised)
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McKnights Model
Disposition to Trust
Trusting Intentions (intention to engage in
trust-related behaviors with a specific web
vendor)
Trust Beliefs (perceptions of specific web vendor
attributes)
Institution-Based Trust (perceptions of the
Internet environment)
Trust-Related Behaviors
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Riegelsbergers Model
OutsideOption
Signals
Withdrawal
Trusting Action
Separation in Time
UNCERTAINTY
Fulfillment
Nonfulfillment
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Models Comparison

• Can be successfully operationalized, typically
  into questionnaires
• Components of trust
• Ability
• Integrity
• Benevolence
• Many factors may affect trust

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Trust Design Guidelines

1. Ensure good ease of use.
2. Use attractive design.
3. Create a professional image avoid spelling
   mistakes and other simple errors.
4. Dont mix advertising and content avoid sales
   pitches and banner advertisements.
5. Convey a real-world look and feel for
   example, with use of high-quality photographs of
   real places and people.
6. Maximize the consistency, familiarity, or
   predictability of an interaction both in terms of
   process and visually.
7. Include seals of approval such as TRUSTe.
8. Provide explanations, justifying the advice or
   information given.

1. Include independent peer evaluation such as
   references from past and current users and
   independent message boards.
2. Provide clearly stated security and privacy
   statements, and also rights to compensation and
   returns.
3. Include alternative views, including good links
   to independent sites with the same business area.
4. Include background information such as indicators
   of expertise and patterns of past performance.
5. Clearly assign responsibilities (to the vendor
   and the customer).
6. Ensure that communication remains open and
   responsive, and offer order tracking or an
   alternative means of getting in touch.
7. Offer a personalized service that takes account
   of each clients needs and preferences and
   reflects its social identity.

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Stanford Guidelines for Web Credibility

1. Make it easy to verify the accuracy of the
   information on your site.
2. Show that there's a real organization behind your
   site.
3. Highlight the expertise in your organization and
   in the content and services you provide.
4. Show that honest and trustworthy people stand
   behind your site.
5. Make it easy to contact you.
6. Design your site so it looks professional (or is
   appropriate for your purpose).
7. Make your site easy to use and useful.
8. Update your site's content often (at least show
   it's been reviewed recently).
9. Use restraint with any promotional content (e.g.,
   ads, offers).
10. Avoid errors of all types, no matter how small
    they seem.

Stanford Persuasive Technology Lab http//www.webc
redibility.org/guidelines/
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Jakob Nielsens Guidelines

• Design quality
• Up-front disclosure
• Comprehensive, correct, and current
• Connected to the rest of the Web

Trust or Bust Communicating Trustworthiness in
Web Design Jakob Nielsen's Alertbox, March 7,
1999 http//www.useit.com/alertbox/990307.html
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Guidelines Comparison

• Professional appearance and ease of use are very
  important
• Be correct and verifiable
• Be part of a larger community

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Microsoft and Users and Trust
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Trust Question Failings

• Often, the question being presented is a dilemma
  rather than a decision
• Computers cant help interpret emotional cues
  because they behave in a purely logical way
• Users dont want to deal with the trust issues
  presented to them
• Users dont want to reveal personal data

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User Behavior

• What users say they do and what they actually do
  often differ
• Users dont necessarily want to think about the
  consequences of their behavior
• Users make one-off decisions about trust
• Users conceive of security and privacy issues
  differently than developers do
• Users have many superstitions about how viruses
  are propagated

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Before XP SP2
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XP SP2
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Help for downloading decision
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Help for running decision
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Recommendations

• Let users make trust decisions in context
• Make the most trusted option the default
  selection
• Present users with choices, not dilemmas
• Always respect the users decision