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Imagery represents an important tool for interface design in human-computer interaction. Pictorial cues are powerful to affect consumer trust and behavior. While social and nature cues have been subject to extensive IS research, the use of regional imagery has received much less attention. We address this gap by means of a multi-method approach comprising an online survey and the proposal for an eye-tracking experiment. We find that Perceived Regional Presence drives trust and purchase intentions on an energy provider web interface. This paper is among the first to evaluate the effects of regional imagery and contributes to human-computer interaction research by introducing a novel type of trust cue. From a larger societal perspective, using regional imagery in the design of information systems could drive more sustainable consumer choices as it supports their decision-making in favor of regional products and services.



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