Late in 2006, the industry standards body called the CA/Browser Forum released its specification for a new class of SSL Certificate called an Extended Validation (EV) SSL Certificate. Because these certificates reliably demonstrate a site's ownership based on a specific, proven authentication methodology, the designers of Microsoft® Internet Explorer 7 have built in a series of interface conventions to indicate the presence of Extended Validation certificates, most notably by changing the background colour of the browser's address bar to green.
This paper looks a study conducted to understand user responses to the green address bar and how it influences online behaviour.
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