Credibility

Imagine that you have reached a website that claims that you just won £10,000. You just need to give your name and home address. Chances are you would close the site right away. Now, imagine that you go to a brick-and-mortar grocery store; when you enter the building, you are greeted by loud music and a man in a suit who gives you an oversized check while a camera is pointed at you; he tells you that you won £10,000, requesting your name and home address. The message is exactly the same, yet you would react to it quite differently. Why? This is because your trust for the website is quite low, especially compared to men in suits. 

Let's take another example. Let's say you feel pain when you place weight on your leg. You search the Internet. Most likely you will find that you have three different kinds of terminal disease, but for the sake of argument let's assume that you find out that it's a sprained ankle from a close friend on Facebook; she suggests elastic bandages and taking...