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      Googling Bing: Reassessing the impact of brand on the perceived quality of two contemporary search engines

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      Proceedings of HCI 2010 (HCI)

      Human Computer Interaction

      6 - 10 September 2010

      Search, Branding, Google, Microsoft, Bing

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            Abstract

            Given the high value of the online search market, whether brand perception or quality of search results matters more for users is a highly salient question. This paper presents findings of the largest controlled, systematic preference elicitation study of search quality versus brand perception. We examine a total of 548 instances of sponsored and organic search results from the Google and Bing search engines as rated by 25 participants. We find that, if users are not aware of the source of a set of search results, they will consistently rate Google results as better. However, the presence of the Google brand strongly influences perceived quality, essentially over-riding differences in search result quality. Together, these results demonstrate that, while Google may outperform Bing in blind searching, trust in the Google brand is a much more significant factor in users’ search preferences.

            Content

            Author and article information

            Contributors
            Conference
            September 2010
            September 2010
            : 337-345
            Affiliations
            [0001]David R. Cheriton School of Computer Science

            University of Waterloo, Ontario, Canada
            Article
            10.14236/ewic/HCI2010.39
            cdae8b09-41d5-404c-9da9-ed6fe5681ee2
            © Ahmed A. Ataullah et al. Published by BCS Learning and Development Ltd. Proceedings of HCI 2010, University of Abertay, Dundee, UK

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            Proceedings of HCI 2010
            HCI
            24
            University of Abertay, Dundee, UK
            6 - 10 September 2010
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction
            Product
            Product Information: 1477-9358BCS Learning & Development
            Self URI (journal page): https://ewic.bcs.org/
            Categories
            Electronic Workshops in Computing

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