The effect of brand awareness on the evaluation of search engine results

Bernard J. Jansen; Mimi Zhang; Ying Zhang

doi:10.1145/1240866.1241026

The effect of brand awareness on the evaluation of search engine results

Bernard J. Jansen, Mimi Zhang, Ying Zhang

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

8 Scopus citations

Abstract

In this paper we investigate the effect of search engine brand (i.e., identifying name that distinguishes a product from its competitors) on evaluation of system performance. Our research is motivated by the large amount of search traffic directed to less than a handful of Web search engines, even though many are of equal technical quality with similar interfaces. We conducted a laboratory experiment with 32 participants measuring the effect of four search engine brands while controlling for the quality of search engine results. Based on average relevance ratings, there was a 25% difference between the most highly rated search engine and the lowest, even though search engine results were identical in both content and presentation. We discuss implications for search engine marketing and the design of empirical studies measuring search engine quality.

Original language	English (US)
Title of host publication	SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 Extended Abstracts
Publisher	Association for Computing Machinery
Pages	2471-2476
Number of pages	6
ISBN (Print)	1595936424, 9781595936424
DOIs	https://doi.org/10.1145/1240866.1241026
State	Published - 2007
Event	25th SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 - San Jose, CA, United States Duration: Apr 28 2007 → May 3 2007

Publication series

Name	Conference on Human Factors in Computing Systems - Proceedings

Other

Other	25th SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007
Country/Territory	United States
City	San Jose, CA
Period	4/28/07 → 5/3/07

All Science Journal Classification (ASJC) codes

Software
Human-Computer Interaction
Computer Graphics and Computer-Aided Design

Access to Document

10.1145/1240866.1241026

Cite this

Jansen, B. J., Zhang, M., & Zhang, Y. (2007). The effect of brand awareness on the evaluation of search engine results. In SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 Extended Abstracts (pp. 2471-2476). (Conference on Human Factors in Computing Systems - Proceedings). Association for Computing Machinery. https://doi.org/10.1145/1240866.1241026

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title = "The effect of brand awareness on the evaluation of search engine results",

abstract = "In this paper we investigate the effect of search engine brand (i.e., identifying name that distinguishes a product from its competitors) on evaluation of system performance. Our research is motivated by the large amount of search traffic directed to less than a handful of Web search engines, even though many are of equal technical quality with similar interfaces. We conducted a laboratory experiment with 32 participants measuring the effect of four search engine brands while controlling for the quality of search engine results. Based on average relevance ratings, there was a 25% difference between the most highly rated search engine and the lowest, even though search engine results were identical in both content and presentation. We discuss implications for search engine marketing and the design of empirical studies measuring search engine quality.",

author = "Jansen, {Bernard J.} and Mimi Zhang and Ying Zhang",

year = "2007",

doi = "10.1145/1240866.1241026",

language = "English (US)",

isbn = "1595936424",

series = "Conference on Human Factors in Computing Systems - Proceedings",

publisher = "Association for Computing Machinery",

pages = "2471--2476",

booktitle = "SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 Extended Abstracts",

note = "25th SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 ; Conference date: 28-04-2007 Through 03-05-2007",

}

Jansen, BJ, Zhang, M & Zhang, Y 2007, The effect of brand awareness on the evaluation of search engine results. in SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 Extended Abstracts. Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, pp. 2471-2476, 25th SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007, San Jose, CA, United States, 4/28/07. https://doi.org/10.1145/1240866.1241026

The effect of brand awareness on the evaluation of search engine results. / Jansen, Bernard J.; Zhang, Mimi; Zhang, Ying.
SIGCHI Conference on Human Factors in Computing Systems 2007, CHI 2007 Extended Abstracts. Association for Computing Machinery, 2007. p. 2471-2476 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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AB - In this paper we investigate the effect of search engine brand (i.e., identifying name that distinguishes a product from its competitors) on evaluation of system performance. Our research is motivated by the large amount of search traffic directed to less than a handful of Web search engines, even though many are of equal technical quality with similar interfaces. We conducted a laboratory experiment with 32 participants measuring the effect of four search engine brands while controlling for the quality of search engine results. Based on average relevance ratings, there was a 25% difference between the most highly rated search engine and the lowest, even though search engine results were identical in both content and presentation. We discuss implications for search engine marketing and the design of empirical studies measuring search engine quality.

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ER -

The effect of brand awareness on the evaluation of search engine results

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All Science Journal Classification (ASJC) codes

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