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How do experiment 1 and 2 provide evidence that display order influences branding perceptions for an unknown brand? The first experiment provides convincing indication that branding perceptions are influenced by the display order for an unknown brand in search engine research pages, particularly when users are aware of approaching their search with the attribute of a particular brand in their working memory. The recognition of the unidentified backpack brand significantly increases when it appears in the first position, prior to three well-known brands, in support of HIa. Additionally, as there were no significant recognition differences detected between respondents with higher and lower skills of Internet search, the prior expectation that the attention of both Internet groups was attracted by the unknown brand in the top position was confirmed (Wenyu, Kai, Chenting, Nan, Nan, 2010). Th ...
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