Consumers’ brains experience you as a ‘Brand (and brands are treated as personalities).
"We don’t act when we don’t trust you" We are a suspicious species. Therefore trust is a very important factor when it comes to online persuasion. Corritore et. al (2003) define online trust as follows: “an attitude of conﬁdent expectation in an online situation of risk that one’s vulnerabilities will not be exploited”. So if