Naturally, web browsers want to receive data in a format that they can best understand and work with. Generally, this means text/html
You can remove the JSON formatter or the XML formatter from the list of formatters, if you do not want to use them. The main reasons to do this are:
To restrict your web API responses to a particular media type. For example, you might decide to support only JSON responses, and remove the XML formatter.
The following code shows how to remove the default formatters. Call this from your Application_Start method, defined in Global.asax.
void ConfigureApi(HttpConfiguration config)
{
// Remove the JSON formatter
config.Formatters.Remove(config.Formatters.JsonFormatter);
// or
// Remove the XML formatter
config.Formatters.Remove(config.Formatters.XmlFormatter);
}
Honestly, when you really distill it down, the best answer is don't use a browser to test your APIs. Why? Because this isn't what browsers do best, and there are a ton of tools that allow you to test APIs much, much easier. And they're all free. And you should be using them because testing APIs in a browser (outside of plugins or the inspector) is a fool's game.
source http://www.asp.net/web-api/overview/formats-and-model-binding/json-and-xml-serialization