Participant Vocabulary Use and Selection Differences in Serial Versus Parallel Presentation of Product Reaction Cards

This study looks at the effects on users’ choices when presented with Product Reaction Cards (PRC) in parallel and sequential order. Participants were given brief tasks on two websites and presented with PRC in parallel or sequential order to describe their sentiments. We found that participants selected 25% more words in the sequential condition, including the selection of more positive words (23%). However, the sequential condition took on average 5 minutes longer to complete word selection. Therefore, it is important to understand that the PRC presentation modality can affect the quantity and the choice of vocabulary used by participants.