Investigating perception biases on intellectual property search systems: a study on the priming effect

Abstract

Introduction. This study aims to examine users’ perception biases on the use of intellectual property search systems. Particularly, the priming effect is investigated. Method. A laboratory experiment is conducted, and two supraliminal primes are utilised. Subjects are randomly assigned to three conditions, including: (1) using an easy-to-use search system as the prime, (2) using a difficult-to-use system as the prime, and (3) a control group without any primes. Analysis. Data analyses are performed in two steps. We first validate the setup of the two primes used in this study. After that, we examine the priming effect by comparing user perceptions of the target across the three conditions. Results. In general, our data analysis results indicate the existence and significance of the priming effect. Specifically, users who are primed by a difficult-to-use intellectual property search system are found to have significantly more positive perceptions of the target system as compared to those who are primed by an easy-to-use system. Conclusions. This study identifies significant priming effects in the context of intellectual property search systems.