![]() ![]() Our conjecture to explain this finding is that promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts. ![]() As it turned out, our four performance measures (time, errors, memory, and site structure) were also better for the objective version than for the promotional version. We had expected that users would like this version better than the promotional site (as indeed they did), but we thought that the performance metrics would have been the same for both kinds of language. ![]() It was somewhat surprising to us that usability was improved by a good deal in the objective language version (27% better).
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