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The experiment used five versions of an online site made for this study.

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The experiment used five versions of an online site made for this study.


The participants were 51 experienced internet users recruited by Sun (average quantity of Web experience was 24 months). Participants ranged in age from 22-69 (average age was 41). So as to give attention to “normal users,” we excluded the professions that are following the study: webmasters, Web designers, graphic designers, graphical user interface professionals, writers, editors, computer scientists, and computer programmers.

We checked for ramifications of age and Web experience regarding the dependent variables mentioned in the first five hypotheses, but we found only differences-none significant that is negligible. Had the websites within our study been more difficult to navigate or had our tasks necessitated use of search engines or other Web infrastructure, we might have expected significant outcomes of both age and Web experience.

The experiment employed a 5-condition (promotional control, scannable, concise, objective, or combined) between-subjects design. Conditions were balanced for gender and employment status.

Experimental Materials

Called “Travel Nebraska,” the website contained information regarding Nebraska. We used a travel site because 1) in our earlier qualitative studies, many internet users said travel is one of their interests, and 2) travel content lent itself to your different writing styles we desired to study. We chose Nebraska to attenuate the end result of prior knowledge on our measures (in recruiting participants, we screened out individuals who had ever lived in, as well as near, Nebraska). Read More