Voice perception is an integral component to social connection and communication. Using the sound of a voice we infer information about a speaker’s physical, psychological, and emotional characteristics. These impressions that are formed have the potential to influence behavioural responses to others. This thesis examines some of the fundamental assumptions of voice perception by replicating and extending their findings. In chapter 2, the assumption that exposure to voices alters how attractive voices are was tested. We did not find evidence that increased exposure to high- or low- pitched voices affected attractiveness judgements. Given that exposure to voices did not alter their perceived attractiveness, we were curious to explore if attractiveness judgements were part of first impressions people formed from voices. In chapter 3, we explored what people consciously thought about when listening to voices. We then used machine learning to organize and analyse free form descriptions of participant impressions of voices. A diverse set of topics were used when talking about voices including gender, accent, and social traits. We also confirmed that valence, dominance, and attractiveness were all important social dimensions even when participants were not prompted by researchers to evaluate traits on those domains. We followed these results by testing if the same model of dominance, trust, attractiveness, and competence applied in a practical setting. We had participants judge the voices of doctors and nurses. Low-pitched female voices were perceived as more competent sounding than male voices when they were labelled as belonging to doctors. Low-pitched voices were judged as more dominant regardless of voice sex and profession and high-pitched female voices and low-pitched male voices were judged as most attractive regardless of profession. We replicated previous findings for attractiveness and dominance perceptions and extended the work by applying it to a novel context. Our findings challenge and expand on existing assumptions of voice perception. / Thesis / Doctor of Philosophy (PhD) / This thesis takes a multi-layered approach to examine and challenge existing assumptions regarding the influence of the perception of voice on social judgements. We evaluated whether listening to high- or low-pitched voices during an adaptation condition influenced attractiveness judgements in a similar fashion to what has been found previously in normality judgments. We explored the complexity of social voice judgements based on existing social perception models and first impressions people form from listening to voices. Finally, we addressed how those perceptions might influence person judgements in a novel setting. This work provides a glance into the cognitive, social, and evolutionary complexity of voice impressions but also how those perceptions are used in commonplace interactions.

Yes / Having its origin in public administration, trustworthiness is a significant concept in digital government research, influencing the relationships between citizens and governments. However, the interrelationships between the facets of trustworthiness are given inadequate attention. Therefore, the aim of this research was to develop a theory detailing the factors affecting citizens’ perceptions of e-government trustworthiness. A comprehensive review of public administration and information systems literature highlighted 20 pertinent variables. The interrelationships of these variables were identified and categorized according to their driving and dependence power by employing interpretive structural modelling. The proposed model was then drawn based on the level partitioning of variables and interrelationships of the variables determined using the final reachability matrix. The findings reveal that current conceptualizations of digital government trustworthiness take a too narrow view. The findings can help government policy makers with understanding the interrelated factors associated with trustworthiness in the context of digital government services and implement them in effective strategic planning.

Research question: How do the source credibility dimensions in influencer marketing affect the Swedish consumer's purchase intentions, based on different demographics?  Purpose:  The purpose of this study is to investigate which dimensions of social media influencers' perceived credibility mostly influence the purchase intentions of Swedish consumers​. Method: Quantitative method. Results: The study found that physical and social attractiveness significantly influence Swedish consumers' purchase intentions, with trustworthiness also positively correlated but less predictive in regression analysis. Expertise did not significantly affect purchase intentions. Age correlated positively with perceived expertise and negatively with attractiveness, while educational background had no significant impact on credibility dimensions​. Conclusion: The study concludes that physical and social attractiveness significantly impact Swedish consumers' purchase intentions, with trustworthiness also important. Expertise is valued more by older consumers, indicating that influencer marketing should focus on attractiveness for younger audiences and expertise for older ones.

The use of avatars in education is becoming increasingly common, but research on their impact on learning and trust remains limited. This study investigates the perceived trust in a highly anthropomorphic AI-generated avatar in educational contexts and how it affects learning. We examined how awareness (informed group, n = 29) of the presenter in an educational video being an avatar affected learning compared to an uninformed group (n = 29), employing a mixed methods design (quantitative and qualitative). The groups were compared on (1) memory performance of the educational content (multiple-choice questions), (2) perceived trust of the avatar (Likert scale questions), and (3) emotional reactions (open-ended questions). The results revealed a significant group difference, the informed group performed lower in the memory test (U = 278.000 p = 0.026), but no significant group difference in perceived trust was shown, with both groups' responses being neutral or positive. However, the informed group exhibited a significantly less positive attitude toward receiving future educational content from avatars. The findings are discussed in relation to theories of implicit biases and divided attention, which may explain the lower scores within the informed group. The qualitative phase further enriched these results, indicating that awareness of the AI nature of the avatar led to more critical engagement with the content, potentially impeding learning. Future research should explore the roles of divided attention and implicit biases to better understand the conditions under which avatars impede learning.

The purpose of this research report was to determine how an online marketplace canbe visually and functionally designed to optimise credibility and trustworthiness. The hypothesis was that perceived credibility and trustworthiness could be optimised throughstudying and implementing good visuals and functionality. To aid in this investigation, abusiness idea and an appurtenant web application for the fictional company reCycle wasdeveloped. This company provides an online marketplace for second hand bicycles, withstudents at Linköping University as its target market. The students are able to both selland purchase bicycles. A user of the website can list their own bicycles for sale, or find potential purchases on the application’s Home page. The main point of generating value is theprocess of easily finding bicycles to purchase and the possibility to sell on an appropriateplatform, without having to interact with the other actor in the sale. To be successful withthis, it was deemed that the website had to yield a high degree of credibility, and hence themain purpose of the research emerged - How can an online marketplace be visually andfunctionally designed to optimise credibility and trustworthiness?In order to conduct this research, a considerable amount of applicable informativesources were studied, summarised, and tested. This is brought up in the theory chapter, generating the foundation on which reCycle’s web application was built. The researchprocess consisted of two iterations of development and user tests to implement, evaluateand confirm the concepts gathered. Thereafter, the results from the tests were analysed anddiscussed, which led to the investigation finding its conclusion.The findings of this research report aligned with the hypothesis formed from previousstudies and theory gathered - An online marketplace can, through its design, improve itscredibility and perceived trustworthiness, both in regards to visual aspects and functionalcapabilities. The aspects identified to improve visual design included aligning elements,choosing appropriate and cohesive colours, using suitable fonts and font sizes, and ensuring familiar placement of buttons and other objects. The aspects in functional design thatenhanced trustworthiness were an intuitive menu system, sufficient and correct information, and expected functionalities in suitable places. Implementing these aspects properlyprovided the possibility of ensuring a credible and trustworthy marketplace. / Syftet med denna forskningsrapport var att fastställa hur en onlinemarknadsplats kanutformas visuellt och funktionellt för att optimera trovärdighet och pålitlighet. För att underlätta denna undersökning konstruerades en affärsidé och en tillhörande webbapplikation för det fiktiva företaget reCycle. Detta företag erbjuder en marknadsplats för begagnade cyklar, med studenter vid Linköpings universitet som målgrupp. Studenterna kanbåde sälja och köpa cyklar. En användare av webbplatsen kan lista sina egna cyklar tillförsäljning eller hitta potentiella köp på applikationens startsida. Det primära målet medatt skapa värde är att enkelt hitta cyklar att köpa och möjligheten att sälja på en lämpligplattform utan att behöva interagera med den andra aktören i försäljningen. För att lyckas med detta ansågs att webbplatsen måste ge en hög grad av trovärdighet, och därmedframkom det huvudsakliga syftet med forskningen - Hur kan en virtuell marknadsplatsutformas visuellt och funktionellt för att optimera trovärdighet och pålitlighet?För att genomföra denna forskning studerades, sammanfattades och testades en betydande mängd lämpliga informationskällor. Detta presenteras i teorikapitlet och utgörgrunden för reCycles webbapplikation. Forskningsprocessen bestod av två utvecklingsiterationer och användartester för att implementera, utvärdera och bekräfta de insamladekoncepten. Därefter analyserades och diskuterades resultaten från testerna, vilket leddetill att undersökningen nådde sin slutsats.Resultaten från denna forskningsrapport stämde överens med de hypoteser som bildats från tidigare studier och teorier som samlats in. För det första är det möjligt för envirtuell marknadsplats att, genom sin design, förbättra sin trovärdighet och uppfattadepålitlighet, när det gäller både visuella och funktionella egenskaper. De identifierade aspekterna för att förbättra visuell design inkluderade att justera element, välja lämpliga ochsammanhängande färger, använda lämpliga typsnitt och typsnittstorlekar, samt att säkerställa bekant placering av knappar och andra objekt. De aspekter inom funktionell designsom ökade pålitligheten var ett intuitivt menysystem, tillräcklig och korrekt informationoch förväntade funktioner på lämpliga platser. Genom att implementera dessa aspekter pårätt sätt finns möjligheten att säkerställa en trovärdig och pålitlig marknadsplats.

The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market. / MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

Cette thèse propose deux approches pour améliorer la qualité des réponses d'un système de raisonnement à partir de cas (RàPC) utilisant des connaissances produites par une communauté en ligne. La première approche concerne la mise en œuvre d'un modèle permettant de gérer la fiabilité des connaissances produites par la communauté sous la forme d'un score. Ce score de fiabilité est utilisé d'une part pour filtrer les connaissances non fiables afin qu'elles ne soient pas utilisées par le système de RàPC et d'autre part pour classer les réponses retournées par le système. La deuxième approche concerne la représentation de la typicalité entre sous-classes et classes dans une organisation hiérarchique. La typicalité est alors utilisée pour réorganiser les connaissances hiérarchiques utilisées par le système de RàPC. L'apport de ces deux approches a été évalué dans le cadre de eTaaable, un système de RàPC qui adapte des recettes de cuisine en utilisant des connaissances produites par une communauté en ligne. L'évaluation montre que la gestion de la fiabilité des connaissances produites par la communauté améliore la qualité des réponses retournées par eTaaable. De même, l'évaluation montre que l'utilisation par eTaaable des hiérarchies des connaissances réorganisées en exploitant la typicalité améliore également la qualité des réponses / This research work presents two approaches to improve the quality of the results returned by a case-based reasoning system (CBR) exploiting knowledge produced by an e-community. The first approach relies on a new model to manage the trustworthiness of the knowledge produced by the e community. In this model, the trustworthiness is represented through a score which is used to filter untrustworthy knowledge so that the CBR system will not use it anymore. Moreover, the trustworthiness score is also used to rank the CBR results. The second approach addresses the issue of representing the typicality between subclasses and classes in a hierarchy. The typicality is used to change the hierarchical organization used by the CBR system. Both approaches have been evaluated in the framework of eTaaable, a CBR system which adapts cooking recipes using knowledge coming from an e-community. The evaluations show that managing the trustworthiness of the knowledge produced by an e-community improves the quality of the results returned by eTaaable. The evaluations also shows that eTaaable returns also better results when using knowledge reorganized according to typicality.

O Código Civil, tal como disciplinado atualmente, confere os dispositivos necessários à proteção da confiança, à proibição do comportamento contraditório e demais institutos relacionados à confiança. Para tanto, o direito brasileiro adotou a técnica legislativa da cláusula geral para introduzir em sua normatividade a ética como regra de conduta exigida das partes, cabendo ao Juiz a função integrativa para determinar qual é a conduta adequada em cada caso concreto. Os deveres anexos ou laterais, consagrados pela função criadora de deveres jurídicos da boa-fé objetiva, impõem aos contratantes o cumprimento de obrigações acessórias para que a obrigação principal seja adimplida. A vedação do comportamento contraditório, seu conteúdo, forma de caracterização e aplicação consiste na proteção à confiança e os princípios da dignidade da pessoa humana, da solidariedade e boa-fé objetiva, que norteiam o ordenamento jurídico pátrio. Ao negociar, sabedora das limitações de informações das partes contratos incompletos uma empresa certamente colocará na formação de preços uma parcela que corresponda aos custos da incerteza (riscos) gerados durante as negociações. Ao repensar a situação, e percebendo a oportunidade de eventualmente encontrar o equilíbrio no futuro, poderá a empresa optar por reduzir a parcela de preço decorrente do risco inerente à assimetria de informações, sendo, portanto, mais competitiva ao identificar que eventuais falhas, ainda que inconscientes, podem vir a ser sanadas por meio do provimento judicial. A lealdade que deve presidir as relações entre as partes faz com que os contratos empresariais, dentre outros, residam em ambiente probo, permitindo, assim, o equilíbrio da relação por ocasião das negociações preliminares (culpa in contrahendo), durante a execução do contrato (teoria dos atos próprios - venire contra factum proprium e tu quoque), e após a execução contratual, como ocorre na hipótese da responsabilidade post pactum finitum. / The Civil Code, as enacted, provides the necessary tools to protect the trustworthiness, the prohibition of contradictory behavior and other institutes related. Therefore, Brazilian law adopted a legislative technique which introduces the general clause as a normative rule of conduct required from the parties, providing the Judge with an integrative function aiming at determining which rule would fit each case. The lateral duties, considered legal duties by the good faith, require contractors to meet certain accessory obligations. Forbidding the contradictory behavior, its content and characterization consists in a protection of the trust and the principles of human dignity, solidarity and good faith. During any negotiation, being aware of the limitations of information - incomplete contracts - a company certainly increases the price to cover the costs of uncertainty (risk) generated during the negotiations. By finding the opportunity to reach the balance the risk, the company may reduce the share price due to the risk inherent in asymmetric information, and therefore become more competitive by identifying any faults that, although unconscious, could be remedied through judicial appointment. The loyalty that should govern relations between the parties put business contracts, among others, in a honest environment, thus allowing the balance of the relationship during the preliminary negotiations (culpa in contrahendo) during performance of the contract (through the theory of the acts, venire factum proprium and tu quoque), and after contract execution, through the theory of post pactum finitum liability.

Bakgrund: Internet används globalt inom många områden och aktuell forskning visar att gravida kvinnor använder Internet till att söka information om graviditet och förlossning. En graviditet innebär många frågor hos kvinnan och kvinnor söker efter information för att få en trygghet och försäkran om att allt är normalt med deras hälsa och barnet i magen. Syfte: Syftet är att undersöka gravida kvinnors informationssökning via Internet avseende graviditet och förlossning. Metod: Beskrivande tvärsnittstudie. Datainsamling skedde via en enkätundersökning och data analyserades med deskriptiv och jämförande ansats. Resultat: Nästan alla kvinnor i undersökningen använde Internet för att söka information om graviditet och förlossning. Kvinnorna söker information om barnets utveckling, kost/näring och graviditetslängd i hög utsträckning. Högutbildade kvinnor har andra kriterier för trovärdighet på hemsidor än kvinnor med lägre utbildning. Slutsats: Barnmorskor bör vara medvetna om gravida kvinnors användning av Internet samt själva skapa sig en uppfattning om informationen som de gravida kvinnorna läser på Internet. Vår studie visar att barnmorskors rekommendation av hemsidor på Internet har stor betydelse för gravida kvinnor. / Background: Internet is used globally in many areas and current research shows that pregnant women use the Internet to search for information about pregnancy and childbirth.  A pregnancy holds many questions and women seek information to get a sense of security and assurance that everything is “normal” with their health and the baby. Purpose: To investigate pregnant women´s use of the Internet to receive information about pregnancy and childbirth. Method: Descriptive cross-sectional study. Data was collected through a survey and were analyzed using descriptive and comparative approach. Results: Almost all women used the Internet for information about pregnancy and childbirth. Pregnant women seek information about child-development, diet/nutrition and gestational age to a great extent. Highly educated women have different criteria for credibility on websites than women with less education. Conclusion: Midwifes should be conscious to pregnant women`s usage of Internet and self-create an perception about the information the pregnant women read on the Internet. Our study shows that the midwives recommendation about websites on Internet has great significance to the pregnant women.

The trust for online vendors is something that is really important for e-commerce to function. For a long time the user interface has long been thought of as the main solution for solving the problem with unprofitable online stores. Even though a better usability for a online store will improve it and perhaps lead to some success. Usability will not alone be the one solution to the problems that a online store might have. However the low credibility for Web sites doesn't stop us from going online and making transactions with online vendors. In this thesis it is shown how a cross media concept could enhance the trustworthiness for e-commerce and online vendors. Based on the findings form two empirical studies and literature, four elements are presented that I believe would assist in making e- commerce feel more safe and secure.