Spotted in New Scientist, who sadly paywall everything. 'Going into the test, people overall tended to view Chrome as faster than Firefox (~39 per cent to ~31 per cent). While the researchers noted that many participants brought their own strong brand preferences, priming participants had an effect that overcame the inertia of that affinity. "When respondents read one of the priming articles, we saw a prevalence of the priming effect over brand preferences, providing support for the hypothesis that Firefox is faster after reading about Firefox improvements," the researchers said.' https://www.theregister.com/2021/03/11/mozilla_google_speed/ https://arxiv.org/abs/2103.06181 <https://www.theregister.com/2021/03/11/mozilla_google_speed/> Cognitive psychology + UX/UI, nifty. Cheers, Matthew *Doctoral Researcher, TAIAO project <https://taiao.ai/>Machine Learning Laboratory, FG.2.01LinkedIn <https://www.linkedin.com/in/matthew-skiffington>*