Ecuaciones de Estimación Generalizada para Modelar el Efecto Inward-Outward en Español

Abstract

The Inward-Outward effect suggests that oral articulatory movements can influence psychological processes, such as perception and trust, particularly in the context of e-commerce. This study replicated and extended the findings of Silva and Topolinski (2018) to investigate whether consumers perceive providers with names that generate “inward” articulatory movements (into the mouth) as more trustworthy compared to those with “outward” movements (out of the mouth). An experiment was designed involving 156 university undergraduate and graduate students selected by convenience sampling (91 women, 65 men, with a mean age of 26.13 years and a standard deviation of 7.77 years). Participants chose between pairs of Inward-Outward names and then evaluated the trustworthiness of the associated sellers. The results, modeled using Generalized Estimating Equations (GEE), showed that inward names were perceived as significantly more trustworthy than outward names (p < 0.001). However, no direct relationship was found between initial preference and final choices, suggesting that the Inward-Outward effect may function as a heuristic based on articulatory fluency and presentation order, rather than a conscious decision-making process. Ergonomic implications are discussed, and future research is suggested to explore the role of factors such as interface positioning and response time in the perception of trust.