Cultural congruence and rating scale biases in homepages

Abstract

We reanalyzed data from three studies to explore first-impression cultural congruency effects and potential rating scale biases among Canadian and Taiwanese/Chinese participants judging visual appeal of homepages. The objective was to identify variables likely to affect such judgments for future studies in a new research program. Some support was found for both issues and pointers for refinements of future studies were identified. © 2013 Springer-Verlag.