The second highest rating was for the picture only (a human face), and the lowest rating were sites without any human elements (pictures) and/or no imagery referencing storefront property at all. Additionally, a study by Riegelsberger and Sasse (2002) found that photographs increased the relationship between product brand and brand trust when focusing on specific company members. Particularly those that would have a normal direct relationship with customers had the visitor just walked into the store (sales and promotion personal, checkout tellers, support and customer service staff, as well B2C focus operators and/or help center personnel.
Remembering that people buy products and services from companies (or people) the website itself cannot add face value if no face is apparent.
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