Effects of computer/television convergence on users' perception of content, equipment and affect

Abstract

This 2 x 2 between subjects experiment examined the effects of label (computer or television) on users' evaluation of identical equipment and content (comedy show or web page). Content was evaluated more positively on key traits (humor and intelligence) when viewed via the traditional medium. The "computer" was perceived as superior on picture clarity, competence, and quality. "Computer" participants reported greater feelings of involvement, while "television" participants reported greater feelings of ease. "Television" participants demonstrated better memory for traditional television content than "computer" participants. These results extend prior research on labels and technology showing that there are important psychological implications for digital convergence.