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Medscape contributor Ute Eppinger featured research by Columbia Business School Professor Melanie Brucks examining how poor audio or video quality during virtual interactions can negatively affect perceptions of trust. Drawing on findings from Video Call Glitches Trigger Uncanniness and Harm Consequential Life Outcomes, the article explains that technical disruptions interfere with social cues people rely on to assess credibility, warmth, and competence. Brucks’s research shows that even minor glitches can have meaningful consequences in high-stakes settings—including medical consultations—where trust is critical to effective outcomes.
