jens riegelsberger 1 m. angela sasse john d. mccarthy 2 november 2006 university college london...
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Jens Riegelsberger1
M. Angela SasseJohn D. McCarthy2
November 2006
University College LondonHuman-Centred Systems GroupDepartment of Computer Science
A Framework for TrustApplied to Social Computing
Current affiliations: 1Google UK, 2 LBI UK
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Trust Research in HCI
> Trust has gained prominence in HCI research
> Trust in web sites (e-commerce: Egger, Sapient, Corritore et al.)
> Trust in humans (virtual teams, online advice: Olson et al., Swerts et al.)
> … Trust in ambient technologies(CHI 04 Workshop)
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Dis-embedding
Interaction is stretched over time and space and involves complex socio-technical systems [Giddens, 1990]
… pervasive in modern societies
(e.g. catalogue shopping)
‘Lack of Trust’ online
More risk> Privacy (more data required)
> Security (open system)
> Own errors …
More uncertainty> Inexperienced with decoding cues
> Less surface cues are available
> Cues might have no significance (“anyone could set up a good-looking site”)
Symbols vs. Symptoms
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Relevance of Trust Research
> Trust is of high importance for individuals and society
> Mediating interactions can result in lower trust (widely publicised ‘lack of trust’ online)
> Effect may be partially due to lack of familiarity, …
> but trust is an ongoing concern in mediated interactions:• Lack of central control• More explicit information required• Decreased number of trust signals
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Trust Background> Only required in the presence of risk and uncertainty
> “… willingness to be vulnerable based on positive expectations about the actions of others” [e.g. Rousseau et al., 1998; Corritore et al., 2001]
> Based on assessment of ability and motivation [Deutsch, 1956]
> Assessment can result in cognitive trust [Lahno, 2002, Lewis & Weigert 1985]
> But human trust-decisions are also based on immediate pre-rational affective reactions [Corritore et al., 2000, Lewis & Weigert 1985]
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TRUSTEETRUSTOR
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1 Signals
TRUSTEETRUSTOR
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1 Signals
TRUSTEETRUSTOR
Separation in Space
+ UNCERTAINTY
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Outside Option
1 Signals
TRUSTEETRUSTOR
2a Trusting Action2b Withdrawal
RISK
Separation in Space
+ UNCERTAINTY
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Outside Option
1 Signals
TRUSTEETRUSTOR
2a Trusting Action2b Withdrawal
3a Fulfilment 3b Defection
RISK
Separation in Space
+ UNCERTAINTY
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Outside Option
1 Signals
TRUSTEETRUSTOR
2a Trusting Action2b Withdrawal
3a Fulfilment 3b Defection
RISK
Separation in Time
+ UNCERTAINTY
Separation in Space
+ UNCERTAINTY
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Current HCI Trust Research
> Focused on increasing trust (overcoming ‘lack of trust’)> … but well-placed trust is of high importance
for long-term acceptance
> Largely concerned with cognitive trust> … but trust is also based on affective reactions to
interpersonal cues
> No coherent theoretical foundation> Measurement often based on self-reports and Prisoner’s Dilemma studies
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Framework for Trust > 1. Step: Focus on incentives for trustworthy behavior> 2. Step: Identify signals
>> Design guidelines for systems that allow well-placed trust
> Draws on work by >> Bacharach & Gambetta (Dept. of Sociology, Oxford)
>> Raub et al. (ISCORE, Utrecht)
> Why should a trustee ever fulfill?> Intrinsic and Contextual Properties
>> …. support trustworthy action>> …. signal trustworthiness
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Outside Option
1 Signals
TRUSTEETRUSTOR
2a Trusting Action2b Withdrawal
3a Fulfilment 3b Defection
RISK
Separation in Time
+ UNCERTAINTY
Separation in Space
+ UNCERTAINTY
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TRUSTEETRUSTOR
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TRUSTOR TRUSTEE
Temporal
Institutional
Social
ContextualIncentives
Trust
Context Signal Incentive
ContextualProperties
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TRUSTOR TRUSTEE
Temporal
Institutional
Social
ContextualIncentives
Trust
IntrinsicProperties
Context Signal Incentive
IntrinsicProperties
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TRUSTOR TRUSTEE
Temporal
Institutional
Social
ContextualIncentives
Trust
Ability
Context Signal Incentive
IntrinsicProperties
InternalisedNorms
Benevolence
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Types of Trust
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TRUSTOR TRUSTEE
> Expectation of futureencounters is an incentivefor trustworthy behaviour> A defrauded trustor might withdraw from future interactions or retaliate
> Past experience gives information about trustor’s personal properties
RequirementsStable identities, traceability of outcomes to actors and actions
ContextualIncentives
Trust
Costs
Benefits
IntrinsicProperties
Benevolence, Internalised
Norms
Temporal
Temporal
Social
Institutional
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TRUSTOR TRUSTEE
> Trustors share informationabout trustees’ past behaviour in the form of reputation> Reputation is a ‘hostage’ in the trustor’s hand
Requirements> Reliable & unbiased reputation aggregation > Incentives for contributingreputation information> Shared understandingof cooperation & defection
ContextualIncentives
Trust
Costs
Benefits
IntrinsicProperties
Benevolence, Internalised
Norms, Ability
Social
Temporal
Social
Institutional
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TRUSTOR TRUSTEE
> Law, ContractsRequirements: > A priori definitions … little flexibility> Low cost of investigation and punishment comparedto risk
> Organisations, brands> Trust is vested in roles rather than individualsRequirements: > Clear and reliable signs of institutional affiliation
ContextualIncentives
Trust
Costs
Benefits
IntriniscProperties
Benevolence, Internalised
Norms, Ability
Institutional
Temporal
Social
Institutional
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Questions of trust in social networking sites
> The site as trustee> Respect for privacy (no selling on of personal information, no spam)> Ability to keep personal data secure> Stay in business (to make initial effort of registering worthwhile)
> Other users / people as trustees> Respect for boundaries of context> Respect for norms of conduct
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USER SITE
Institutional• Legal systems • Consumer protection agencies
Temporal• Interest in repeat business• Depending on presenceof alternative trustees
Social• Depending on presenceof alternative trustees
ContextualIncentives
Trust
Costs
Benefits
IntrinsicProperties
Technical Competence,
Corporate ethics
Contextual Properties
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USER OTHER USER
InstitutionalLegal systems Site’s code of conduct
TemporalInterest in repeat interaction
SocialReputation system
ContextualIncentives
Trust
Costs
Benefits
IntrinsicProperties
Induction into norms of forum
ContextualProperties
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Jens Riegelsberger [[email protected]]
M. Angela Sasse [[email protected]]
John D. McCarthy [[email protected]]
http://www.cs.ucl.ac.uk/staff/jriegels
University College LondonDepartment of Computer Science
Trust in Mediated Interactions
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