Effect of Contact Information on the Credibility of Online Health Information

This study analyzed the effects of publisher contact information on the credibility of online health information. Participants (n = 144) rated the credibility of Web pages with a ldquoContact Usrdquo link more highly than pages that had no contact information. Other types of contact information (street addresses and email links) did not significantly affect the credibility ratings. Qualitative results indicate that the ldquoContact Usrdquo link served as a peripheral cue to credibility, rather than triggering conscious analysis. This paper also discusses how the effectiveness of credibility cues can vary according to reader characteristics.