"I would like to think that when people go on the Web they're very tough integrators of information, they compare sources, they think really hard," says Fogg, "but the truth of the matter--and I didn't want to find this in the research but it's very clear--is that people do judge a Web site by how it looks. That's the first test of the Web site. And if it doesn't look credible or it doesn't look like what they expect it to be, they go elsewhere. It doesn't get a second test. And it's not so different from other things in life. It's the way we judge automobiles and politicians.