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While prior research has primarily focused on a single or few low-level design variables\u2014such as color choices or banner layouts\u2014this study explores webpage prototypicality\u2014the extent to which a webpage aligns with typical design conventions in its genre\u2014as an overarching design variable that encompasses various sub-variables (e.g., navigation structure, color schemes, and layout organization). Drawing on the elaboration likelihood model, we explore how webpage prototypicality interacts with message strength and users\u2019 cognitive elaboration to affect users\u2019 attitudes toward an organization. Through an online experiment on commercial banking websites, we found that higher prototypicality significantly improves users\u2019 attitudes, specifically their general attitude towards the banks and the banks\u2019 attractiveness as employers, highlighting its role as an effective design variable. Furthermore, our study shows that prototypicality plays a mediating role in the effects of message strength on users\u2019 attitudes. This research contributes to research on web design in the fields of information systems and human\u2013computer interaction and provides guidance for effective web design practices.<\/jats:p>","DOI":"10.1007\/s12525-025-00777-9","type":"journal-article","created":{"date-parts":[[2025,5,14]],"date-time":"2025-05-14T01:23:03Z","timestamp":1747185783000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["The danger of not being typical: The positive effect of webpage prototypicality on users\u2019 attitudes"],"prefix":"10.1007","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0777-2295","authenticated-orcid":false,"given":"Kathrin","family":"Figl","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Aliaksei","family":"Miniukovich","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Christiane","family":"Ernst","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Christiane","family":"Lehrer","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2025,5,14]]},"reference":[{"key":"777_CR1","unstructured":"10Web. 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