Most of the above answers makes perfect sense.
Since you are seeing data being formatted in XML format ,that means XML formatter is applied,SO you can see JSON format just by removing the XMLFormatter from the HttpConfiguration parameter like
public static void Register(HttpConfiguration config)
{
config.Routes.MapHttpRoute(
name: "DefaultApi",
routeTemplate: "{controller}/{id}",
defaults: new { id = RouteParameter.Optional }
);
config.Formatters.Remove(config.Formatters.XmlFormatter);
config.EnableSystemDiagnosticsTracing();
}
since JSON is the default format