My username is IN! The influence of inward vs. outward wandering usernames on judgments of online seller trustworthiness
研究发现，在eBay等在线拍卖平台上，使用发音从口腔前部向后部游移（向内）的用户名，比反向游移（向外）的用户名更能提升卖家可信度和交易选择概率，但这一效应在卖家声誉信息明确时减弱。
Abstract Previous research showed that words for which the consonant articulation spots wander from the front of the mouth to the back (e.g., EPOK; inward) are preferred over words with the reversed sequence (e.g., EKOP; outward). In the present research, we extended this effect to judgments of online seller trustworthiness and choice of transaction partners. In seven experiments in the context of the online auction market eBay, we show that the mere use of inward compared to outward usernames increases the level of trustworthiness ascribed to online sellers (Experiments 1A, 1B, 2, 4A, 4B) and the likelihood that a seller is chosen for the economic transaction (Experiment 5). As a boundary condition, this effect is reduced when diagnostic information about the seller's reputation is introduced (Experiment 3). We discuss these results in terms of their practical implications for marketing strategies of online sellers and in terms of their relation to research on interpersonal trust.