Intuitive versus analytical decision making modulates trust in e-commerce

The hypothesis that intuition and analytical processes affect differently trust in e-commerce was tested. Participants were offered products by a series of sellers via Internet. In the intuitive condition pictures of the sellers were followed by neutral descriptions and participants had less time to decide whether to trust the seller. In the analytical condition participants were given an informative description of the seller and had a longer time to decide. Interactions among condition, price and trust emerged in behavioral and psychophysiological responses. EMG signals increased during analytical processing, suggesting a cognitive effort, whereas higher cardiovascular measures mirrored the emotional involvement when faced to untrustworthy sellers. The study supported the fruitful application of the intuitive vs. analytical approach to e-commerce and of the combination of different sources of information about the buyers while they have to choose to trust the seller in a financial transaction over the Internet.