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With technical performance being similar for various web browsers, improvinguser perceived performance is integral to optimizing browser quality. Weinvestigated the importance of priming, which has a well-documented ability toaffect people's beliefs, on users' perceptions of web browser performance. Westudied 1495 participants who read either an article about performanceimprovements to Mozilla Firefox, an article about user interface updates toFirefox, or an article about self-driving cars, and then watched video clips ofbrowser tasks. As the priming effect would suggest, we found that readingarticles about Firefox increased participants' perceived performance of Firefoxover the most widely used web browser, Google Chrome. In addition, we foundthat article content mattered, as the article about performance improvementsled to higher performance ratings than the article about UI updates. Ourfindings demonstrate how perceived performance can be improved without makingtechnical improvements and that designers and developers must consider a widerpicture when trying to improve user attitudes about technology.

"This Browser is Lightning Fast": The Effects of Message Content on Perceived Performance