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The concept of website credibility - why should visitors believe what you say?
It is said that people make very rapid assessments of people, situations, magazine covers, websites – just about anything. See Blink by Malcolm Gladwell. Quite remarkably, in two seconds, our brains will compute a range of variables and give us an instant impression, which is often quite accurate.
http://internetevangelismday.com/blog/archives/654
Ron Hutchcraft Ministries - Messed-Up Messengers - #4282
Whether or not people are interested in a product may well depend on the credibility of the messenger representing it. Not too big a deal if it's cars or Coke or clothes they're representing. It's a very big deal if it's Jesus they're representing, because accepting His offer is a matter of life or death. Forever.
http://hutchcraft.com/A-Word-With-You/Your-Mission/Messed-Up-Messengers-4282