As cable companies and Internet access providers compete for customers by offering broadband service, cable modems and digital subscriber lines (DSLs) as faster access to the Web, slower download speeds sometimes prompt greater user response than faster download speeds, a study says.
Dr. S. Shyam Sundar, associate professor of communications and co-director of the Media Effects Research Laboratory at Penn State, and Carson Wagner, assistant professor of advertising at the University of Texas, publish their findings in the current issue of the journal, Media Psychology.
With the growth of Internet-based communication, for everything from electronic commerce to news, researchers have theorized about the impact of download speed -- the time required for the images and information that comprise a full page on the Web to display on a computer screen. The study shows that download speeds induce behavioral and physiological changes for audience members who access information on the Web. The results also show slower download speeds increase arousal in some instances.
Steve Sampsell | EurekAlert!
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