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The experiment used five versions of a web site made for this research.

The experiment used five versions of a web site made for this research.


The participants were 51 experienced internet users recruited by Sun (average amount of Web experience was 24 months). Participants ranged in age from 22-69 (average age was 41). In an attempt to give attention to “normal users,” we excluded the professions that are following the study: webmasters, web-site 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 1st five hypotheses, but we found only negligible differences-none significant. Had the websites within our study been more challenging to navigate or had our tasks necessitated use of search engines or any 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,” your website contained information regarding Nebraska. We used a travel site because 1) inside our earlier qualitative studies, many internet users said travel is regarded as their interests, and 2) travel content lent itself to your different writing styles we wanted to study. We chose Nebraska to mi...

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