Abstract
When a Web site image takes a long time to load onto our computer screens, the anticipation during the wait may be physiologically arousing and, in turn, have consequences for our subsequent browsing activity. This study explores such a possibility by investigating the excitatory and behavioral effects of download speed in Web-based online communication. Results from a between-participants experiment indicate that individuals exposed to a slow-loading image experience a significantly higher rise in their skin conductance levels compared to those exposed to a fast-loading version of the same image. Moreover, excitation transfer of residual arousal from a slow-loading image serves to intensify physiological as well as behavioral responses to subsequent online stimuli. Two follow-up experiments further clarify the mediating role of arousal in influencing browsing behavior and highlight the importance of considering image/content arousability while inferring the effects of download speed.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 173-206 |
| Number of pages | 34 |
| Journal | Media Psychology |
| Volume | 4 |
| Issue number | 2 |
| DOIs | |
| State | Published - Jan 1 2002 |
Fingerprint
All Science Journal Classification (ASJC) codes
- Social Psychology
- Communication
- Applied Psychology
Cite this
}
The world wide wait : Exploring physiological and behavioral effects of download speed. / Sundar, S. Shyam; Wagner, Carson B.
In: Media Psychology, Vol. 4, No. 2, 01.01.2002, p. 173-206.Research output: Contribution to journal › Article
TY - JOUR
T1 - The world wide wait
T2 - Exploring physiological and behavioral effects of download speed
AU - Sundar, S. Shyam
AU - Wagner, Carson B.
PY - 2002/1/1
Y1 - 2002/1/1
N2 - When a Web site image takes a long time to load onto our computer screens, the anticipation during the wait may be physiologically arousing and, in turn, have consequences for our subsequent browsing activity. This study explores such a possibility by investigating the excitatory and behavioral effects of download speed in Web-based online communication. Results from a between-participants experiment indicate that individuals exposed to a slow-loading image experience a significantly higher rise in their skin conductance levels compared to those exposed to a fast-loading version of the same image. Moreover, excitation transfer of residual arousal from a slow-loading image serves to intensify physiological as well as behavioral responses to subsequent online stimuli. Two follow-up experiments further clarify the mediating role of arousal in influencing browsing behavior and highlight the importance of considering image/content arousability while inferring the effects of download speed.
AB - When a Web site image takes a long time to load onto our computer screens, the anticipation during the wait may be physiologically arousing and, in turn, have consequences for our subsequent browsing activity. This study explores such a possibility by investigating the excitatory and behavioral effects of download speed in Web-based online communication. Results from a between-participants experiment indicate that individuals exposed to a slow-loading image experience a significantly higher rise in their skin conductance levels compared to those exposed to a fast-loading version of the same image. Moreover, excitation transfer of residual arousal from a slow-loading image serves to intensify physiological as well as behavioral responses to subsequent online stimuli. Two follow-up experiments further clarify the mediating role of arousal in influencing browsing behavior and highlight the importance of considering image/content arousability while inferring the effects of download speed.
UR - http://www.scopus.com/inward/record.url?scp=0036338288&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0036338288&partnerID=8YFLogxK
U2 - 10.1207/S1532785XMEP0402_04
DO - 10.1207/S1532785XMEP0402_04
M3 - Article
AN - SCOPUS:0036338288
VL - 4
SP - 173
EP - 206
JO - Media Psychology
JF - Media Psychology
SN - 1521-3269
IS - 2
ER -