George Mason University

Creating Trust 

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Listen to the lecture on creating trust (SWF file)

Objectives
Readings
Presentations
What do you know?
Learn one, teach one
More
FAQ

Objectives

  1. Understand patients' rights and expectations
  2. Design a web page to gain consumer trust
  3. Organize online relationships so that you can gain patient's trust

Readings

Presentations

The following additional resources are available to help you think through this lecture:

  1. Listen to presentation on creating trust.  If you are using Foxfire browser use the SWF file.
  2. See slides with no narration

Listening to presentation requires access to Flash software.

What do you know?

Apply the 20 item questionnaire provided in the lecture to a health care site and evaluate its trustworthiness. 

Recent Ratings of Site's Trustworthiness

The following indicates responses to the What Do You Know assignment:

http://google.com Rated by:     Completed on:  11/19/2007 5:10:55 PM
Reputable industry?  Yes
Company well known?  Internationally known
Explains potential risks?  Yes
Describes who should avoid it?  Yes
Recognizes quality in similar services?  Yes
Does it provide support? Goes beyond providing information
Minimize my dependence on others, including the site?  Promotes independence
Easy to understand and navigate?  Yes
A legal promise to keep information private?  Yes
Access to people who have used the site? Yes, free form access to previous users
Evaluated the impact of the site on patient outcomes?  Yes, positively evaluated by an indpendent group
Consumers have access to complaints?  Yes
Source of information clearly given and trusted authority? Trustworthy source given
Date the web site last updated? Yes
Sponsors and advertisers at the site clearly specified? Yes
Is it clear what are not the goals of the site?  Yes
Does the site explain what external recourse the customer has?  Yes
Is information shared with others? Yes
Is there a commitment to continue with the site? Has the commitment and resources 
Is there an ongoing process of improving the site? Yes, process improvement is evident
Google Rank: 0 Trust Rating: 90

http://www.childrenshospitals.net Rated by:  Sam  Completed on:  10/15/2006 4:43:33 PM
Reputable industry?  Yes
Company well known?  Internationally known
Explains potential risks?  Yes
Describes who should avoid it?  No
Recognizes quality in similar services?  No
Does it provide support? Provides only information
Minimize my dependence on others, including the site?  Promotes independence
Easy to understand and navigate?  Yes
A legal promise to keep information private?  Yes
Access to people who have used the site? No access to previous users
Evaluated the impact of the site on patient outcomes?  No, not evaluated
Consumers have access to complaints?  No
Source of information clearly given and trusted authority? Trustworthy source given
Date the web site last updated? Yes
Sponsors and advertisers at the site clearly specified? Yes
Is it clear what are not the goals of the site?  No
Does the site explain what external recourse the customer has?  No
Is information shared with others? Yes
Is there a commitment to continue with the site? Has the commitment and resources 
Is there an ongoing process of improving the site? Not sure
Google Rank: 6 Trust Rating: 85

http://www.nih.gov/ Rated by:  Jesleen  Completed on:  10/5/2006 4:17:09 PM
Reputable industry?  Yes
Company well known?  Internationally known
Explains potential risks?  No
Describes who should avoid it?  No
Recognizes quality in similar services?  No
Does it provide support? Goes beyond providing information
Minimize my dependence on others, including the site?  Promotes independence
Easy to understand and navigate?  Yes
A legal promise to keep information private?  Yes
Access to people who have used the site? No access to previous users
Evaluated the impact of the site on patient outcomes?  No, not evaluated
Consumers have access to complaints?  No
Source of information clearly given and trusted authority? Trustworthy source given
Date the web site last updated? No
Sponsors and advertisers at the site clearly specified? Yes
Is it clear what are not the goals of the site?  Yes
Does the site explain what external recourse the customer has?  Not sure
Is information shared with others? Yes
Is there a commitment to continue with the site? Not sure 
Is there an ongoing process of improving the site? Yes, process improvement is evident
Google Rank: 9 Trust Rating: 90

http://www.mdconsult.com Rated by:  Nadir  Completed on:  10/2/2006 12:40:13 PM
Reputable industry?  Yes
Company well known?  Nationally known
Explains potential risks?  Yes
Describes who should avoid it?  Not sure
Recognizes quality in similar services?  No
Does it provide support? Goes beyond providing information
Minimize my dependence on others, including the site?  Promotes independence
Easy to understand and navigate?  Yes
A legal promise to keep information private?  Yes
Access to people who have used the site? No access to previous users
Evaluated the impact of the site on patient outcomes?  Yes, positively evaluated by an indpendent group
Consumers have access to complaints?  No
Source of information clearly given and trusted authority? Trustworthy source given
Date the web site last updated? Yes
Sponsors and advertisers at the site clearly specified? Yes
Is it clear what are not the goals of the site?  Yes
Does the site explain what external recourse the customer has?  Yes
Is information shared with others? Not sure
Is there a commitment to continue with the site? Has the commitment and resources 
Is there an ongoing process of improving the site? Yes, process improvement is evident
Google Rank: 5 Trust Rating: 100

http://www.diabetes.org/home.jsp Rated by:  Rachel  Completed on:  10/2/2006 10:57:51 AM
Reputable industry?  Yes
Company well known?  Internationally known
Explains potential risks?  Yes
Describes who should avoid it?  Not sure
Recognizes quality in similar services?  Not sure
Does it provide support? Goes beyond providing information
Minimize my dependence on others, including the site?  Promotes independence
Easy to understand and navigate?  Yes
A legal promise to keep information private?  Yes
Access to people who have used the site? Yes, access to user comments and ratings
Evaluated the impact of the site on patient outcomes?  Not sure
Consumers have access to complaints?  Not sure
Source of information clearly given and trusted authority? Trustworthy source given
Date the web site last updated? Not sure
Sponsors and advertisers at the site clearly specified? Yes
Is it clear what are not the goals of the site?  Yes
Does the site explain what external recourse the customer has?  Yes
Is information shared with others? Yes
Is there a commitment to continue with the site? Has the commitment and resources 
Is there an ongoing process of improving the site? Yes, process improvement is evident
Google Rank: 8 Trust Rating: 90

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Learn One & Teach One

Please read one of the following articles and prepare to discuss them in class.  One of the best ways to master a topic is to teach it.  By presenting one of these articles, you get to have in-depth understanding of the topic.  For the article you plan to present, prepare a narrated slide show.  Bring the slides show to the class.  Your presentation will be judged successful to the extent that you can solicit your colleagues' comments and input.  We will actually count how many people speak after your presentation.  The articles for presentations are the following:

More

  1. Effect of web design on sales
  2. Carroll, John M.. Human-Computer Interaction: Psychology as a Science of Design. Annual Review of Psychology. 48(1997):61-83, Annual 1997  Accession Number:  00000689-199700000-00003
  3. Communicating Trustworthiness in Web Design
  4. A classification of marketing strategies pursued on the Internet
  5. Effect of web design on sales, see also review. 
  6. Ease of use through cluster analysis
  7. Criteria for optimal web design

Frequently Asked Questions

Ask a question and we will answer it within the next 48 hours.  If you have no questions, please review the answer to the questions asked by others: 

Question: Are we misleading people when we ask them to trust us but do not provide them with all the information we know?  Answer: In marketing a product, you are encouraging the consumer to trust you in providing them with a reasonable product that functions as you claim. If false or incomplete information is provided, in the long run you will lose the market. 
Asked on 8/29/2004 6:52:43 PM and answered on 8/29/2004 6:55:10 PM

Suggestions for Improving "Creating Trust"

Add your
own comments

Add your own suggestions or read below suggestions made by others regarding how to improve this session:

Comment:  Now I did read the articles for this topic, so I did notice the reading material. What I meant is that sometimes a textbook setting is easier for me.  This comment was left on 9/22/2004 2:53:55 PM.

Comment:  The slides were good, but I would have liked to have some more reading material on this topic. Sometimes, reading under the topic makes it easier to understand.  This comment was left on 9/22/2004 2:52:13 PM.

 

 

This page was created by Farrokh Alemi, Ph.D.  Last revised on 09/26/2006.  This page is part of the course on Electronic Commerce and Online Market for Health Services.  This is the session on Creating Trust.