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possible changes in attitude or perception, it was thought best to address the issue of attitudes prior to, during, and after searching on the Web site of the EU. And while this is already leading straight into the study at hand, one point needs to be made here prior to all further details.
One of the drawbacks of the initial study, and of most other studies in this area, was a focus on only one side of the communication process, whether that was the user or the communicator side. In order to study the use of a Web site and the interconnected influences of offline and online environments, however, it was regarded as essential and advantageous to compare both sides of the process. At the same time, this integration posed one of the main challenges, both theoretically and empirically.